The Diet Coke cans designed by Marc Jacobs.

POP ART: How apt: Marc Jacobs employed his signature swallow print for one of the cans he designed as Diet Coke’s creative director for 2013. The stylized birds flit around a fashion illustration showing a model crouching in a bustier dress, stiletto heels and a tall trilby hat, telegraphing a fashion look from the Nineties.

Jacobs also created cans to celebrate female empowerment in the Eighties and Aughts as the soda giant marks a milestone anniversary in Europe dubbed “Sparkling Together for 30 Years.”

This story first appeared in the February 15, 2013 issue of WWD.  Subscribe Today.

A flurry of bow ties over a model in a strong-shouldered tuxedo and top hat portray the Eighties in the spirit of Broadway razzle-dazzle, while a sporty-chic look straight from the spring 2013 runway represents the Aughts, surrounded by a shower of polka dots.

The first cans and bottles are slated to arrive next month in 11 European markets including the U.K., France, Benelux and Iceland. Jacobs had a hand in three cans, three bottles and three ad campaigns, each corresponding to a recent decade in fashion.

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  • Marc Jacobs Reveals His Diet Coke Cans – The Chic Spy

    […] GLOBAL — By now you've heard that Marc Jacobs has joined the ranks of Karl Lagerfeld and Jean Paul Gaultier, adding Diet Coke's creative director to his fashionable resume. Now he's released his can design and although it's not over-the-top decorated, I think it's fun and fresh. But don't get too excited about snatching up a few cans as collectors, unless you're in Europe. Looks like it's going to initially be released in the UK, France, and Iceland next month. [WWD] […]

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