Kate Moss is the new creative director of Diet Coke

Kate Moss (London, 48 years old) has been named the new creative director of Coca-Cola Light to celebrate the brand's 40th birthday.

The Briton joins to bring her “unique aesthetic and style to the brand”, something appropriate for a drink that has always been associated in a chic key with groups of models consuming their cans through a straw

at fashion shows.

“I am delighted to join the Diet Coke family.

I love the past collaborations they have done with such incredible names in fashion," the model said in a statement.

"As creative director, I look forward to inspiring fans and celebrating the brand's 40th birthday in style."

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This will be Coca-Cola Light's umpteenth collaboration with the world of fashion: for its 30th birthday, the brand hired fashion designer Marc Jacobs, an intimate of Moss, as creative director, who produced an advertisement in which he recalled one of the The brand's most emblematic commercials: "Break for Light Coca!", repeated a group of workers to look out to see the construction worker who was working in front of their offices and paused, taking off his shirt, to have a drink. can of Diet Coke.

Jacobs also designed limited edition bottles and cans for the occasion.

Other Coca-Cola Light collaborations were with Karl Lagerfeld or Jean Paul Gaultier, who also designed bottles for the brand;

or Ben Stiller in the role of Derek in

, the film in which he played a model and served as a satire on the world of fashion.

campaign

, which celebrates people with a positive outlook on life.

The one who was declared the anti-

of the nineties —for being shorter, thinner and with less chest and curves than her contemporaries in the profession— has collaborated throughout her career with different brands such as Topshop, in 2014, where she designed her own collection or, more recently, in 2021, with the French jewelry firm Messika.

Currently, in addition to lending her image to different firms, she also runs her own modeling agency from London.

Moss's comes before a new

in the appointment of famous creative directors: Selma Blair for Guide Beauty, Kendall Jenner for the fashion firm FWRD or Dakota Johnson for the erotic toy brand Maude.

In an article published by the US edition of

magazine entitled

, the journalist Emily Manning gave some of the keys to this phenomenon: “We no longer want to buy things just because a celebrity appears 15 seconds in a video, we want to buy things that we feel are real expressions of their interests, their tastes.”

Now we know that there is something that, as Moss said on her day, tastes even better than being skinny: Diet Coke.