Diet Coke has announced a new partnership with fashion legend Jean Paul Gaultier.
The brand has appointed the fashion designer as the new creative director, taking over from 2011’s creative director of Chanel, Karl Lagerfeld. The collaboration will see Gaultier work his magic on a range of projects over the year.
He will be developing online content, retail concepts and ad campaigns across Europe in addition to designing a limited edition bottle.
“The brand asked me to explore its fun personality and to style the bottle,” said Gaultier.
“I want to show people the codes and signatures I love. The bottles have the shape of a woman’s body, so it was great fun to ‘dress’ them. The Diet Coke motif is so beautiful I had to design around this. The finishing touch was to apply my logo to the bottle, like applying a fragile stamp – making it something special you want to touch”.
The limited edition bottle collection will be available across Europe from April 2012.
Gaultier will be the first of Diet Coke’s many collaborators to star in a set of three promotional videos (the first of which you can watch below, which will see him playing roles as a therapist, a journalist and a detective.
I loved the Diet Coke bottles Karl Lagerfeld designed last year. I cannot wait to get my hands on Gaultier’s creations! I look forward to seeing more creative stuff from Diet Coke…
Love Niamh x