Kate Moss reveals first campaign in new role as Diet Coke’s creative director – Retail Times


Following the announcement in which world-renowned supermodel, Kate Moss, was named as Diet Coke’s Creative Director, the two icons now reveal their highly anticipated creative partnership – Diet Coke by Kate Moss’ ‘Love What You Love’.

As the brand’s new creative director, Moss is bringing to life the new campaign, with the creative journey including a limited-edition collection of bespoke can designs, campaign films and curated milestone events for the brand’s 40th anniversary. 

Revealed today and inspired by the brand’s heritage in fashion, Moss has combined her timeless and irreverent style and the ‘Love What You Love’ philosophy to create Diet Coke by Kate Moss ‘Love What You Love’ Limited Edition Collection.

Taking inspiration from her unrivalled fashion archives, Moss reflected on her favourite fashion moments over the past four decades. From iconic photoshoots wearing camouflage, to red carpet events in lace gowns, the collection comprises of four designs featuring denim, leopard, lace and camouflage – celebrating a refreshing look for this special limited-edition collection. The designs also showcase Moss’s signature and an iconic monochrome portrait that was designed by her close friends at Rockins, created to celebrate her own 40th birthday.

Moss commented: “When I designed my new Diet Coke by Kate Moss Limited Edition Collection, I was inspired by my favourite looks worn over the years – and how good they made me feel at the time. Each design captures a moment I’ve loved – every piece holds a special memory for me and still lives in my wardrobe. It’s been great to revisit this, as part of the celebrations for Diet Coke’s 40th birthday.”

As one of the world’s original collaborators, Diet Coke has invited some of the most renowned fashion designers and design houses including Karl Lagerfeld and Jean Paul Gaultier to use its canvas for self-expression. Herself inspired by iconic creatives and paying tribute to the brand’s heritage in fashion, Moss’s involvement with the campaign has been influenced by some of her favourite fashion photographers, artists, and the brand’s extensive archive. 

Commenting on the campaign, Moss said: “Being in front of and behind the camera was so exciting. Having full creative control of the look and feel of the campaign was a first for me. Diet Coke is a pop-culture icon and has a unique place in fashion history.”

Capturing the campaign, the director, Quentin Jones, was selected for her trademark contemporary surrealism, use of mixed media and dynamic video editing. Set against a hyper-real creative studio space, it gives fans the feeling of being backstage with Kate, as she gives them a glimpse into the creative process. 

Jones explained: “We really wanted to convey the coming together of these two icons and pay homage to Diet Coke’s 40th birthday by introducing influences from some of the big decades – eighties, nineties and noughties. Using elements of lo-fi tech, combined with surrealist sculptures and contemporary editorial cues, we illustrated Diet Coke’s place in fashion – with a little nod to both the brand’s light-hearted sense of humour.”

The creative team also included Katy England, the legendary stylist and Kate’s close friend. As well talented make-up artist, Isamaya Ffrench, who used her artistry to bring the decades to life. From the bold red lip, synonymous with ‘80s supermodels to Moss’s signature grunge eyeliner of the ‘90s and glowing skin of the ‘00s – each look encapsulates make-up trends across four decades.

Michael Willeke, integrated marketing experience director Europe, commented: “We couldn’t be more excited to bring two iconic names together to reveal Diet Coke by Kate Moss’ ‘Love What You Love’. Bringing her incredible aesthetic, this campaign pays homage to our heritage and love of fashion and celebrates our loyal fans of the brand.” 

Available in 330ml multi-can packs, 500ml bottles and 2L bottles, the new limited-edition denim, lace and leopard cans are available in stores nationwide, whilst the exclusive camo design will be available in Tesco Group stores. Additionally, an extra special 40 ‘glitter’ cans will be randomly hidden inside 10x330ml multi-packs in Tesco, offering finders the chance to win cash prizes.

To view all campaign content, head to @DietCokeGB and Coca-Cola GB and Ireland YouTube channel.





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Following the announcement in which world-renowned supermodel, Kate Moss, was named as Diet Coke’s Creative Director, the two icons now reveal their highly anticipated creative partnership – Diet Coke by Kate Moss’ ‘Love What You Love’. As the brand’s new creative director, Moss is bringing to life the new campaign, with the creative journey including a limited-edition…