The trio of cans pays tribute to the fashion decades of the 1980s, 90s and 2000s, with each silhouette created to incarnate the woman of her time.
Inspired by the bright lights of Broadway and Radio City Music Hall where the zero-calorie drink first made its global debut in 1982, Jacobs sets a tuxedoed woman against a motif of butterfly bowties for the 1980s, for instance.
MARC JACOBS NEW CREATIVE DIRECTOR FOR DIET COKE
According to Jacobs, the 1990s were marked by glamour and “sartorial audacity,” represented by a dame clad in a fuchsia frock, long gloves, stiletto heels and extravagant felt hat.
And the first decade of 2000 can be characterized by a collision of sporty chic energy, incarnated by a silhouette sporting a bob, geometric stripes and a houndstooth bikini bottom.
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It’s been a big week in fashion and beverage collaborations. In London, for example, British designer Richard Nicoll designed a £555 (€643) coral and orange frock to help PepsiCo-owned brand Tropicana launch new low-calorie version Trop50.
Only 50 Trop50 ‘Stella’ dresses have been produced and are available exclusively on Atelier-To-Go.
Jacobs takes over from Jean Paul Gaultier who served as creative director for Diet Coke in 2012.
The Marc Jacob cans are now available across Europe.
