Crack Open A Diet Coke With Kate Moss, The Company’s New Creative Director

The supermodel celebrates 40 years of Diet Coke with “Love What You Do.”


Kate Moss, supermodel and party girl extraordinaire, has taken on a new endeavor tailor-made for the TikTok girls who worship her destructive glamour. Named the new creative director of Diet Coke, the first since Marc Jacobs held the position a decade ago, Moss is adding a dose of high fashion to the Americana symbol. Pictured in the past with a cold can of Diet Coke and a cigarette in hand, the super seems like the perfect person to fill the empty role. 

The “Love What You Do” Campaign is Moss’s first step as the brand’s new visionary. It captures Moss holding a can of Diet Coke to her famous face while red gloved hands surround her and pop against a gray background. The campaign celebrates confidence and passion, the touchstones of achieving goals and dreams. 

Diet Coke’s collaboration with the supermodel salutes the drink’s 40th anniversary, a time when the sugar-free soda became a fan favorite. Other fashion legends have marked past anniversaries, including Jean Paul Gaultier, Karl Lagerfeld, Roberto Cavalli, and others. Diet Coke has become an extension of the fashion world through these partnerships, with stamps of approval from the industry’s most respected. 

“I am thrilled to join the Diet Coke family—I love the past collaborations they’ve done with such incredible names in fashion,” said Moss. “As creative director, I’m looking forward to inspiring fans and celebrating the brand’s 40th birthday in style.”

Keep an eye out for Moss’s next move as the creative force behind Diet Coke.


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