Marc Jacobs Is Diet Coke's New Creative Director

Both Jean Paul Gaultier and Karl Lagerfeld have designed special bottles for Diet Coke before—but Marc Jacobs is the first designer to strip for the brand. As the soda label's new creative director, MJ appears shirtless its forthcoming print campaign (shot by Stéphane Sednaoui, and out next month) and new short film (which just debuted this morning) inspired by its infamous "hunk" ads of the '90s.

Like his predecessors, however, Jacobs has also created some exclusive cans for the company, which will debut in late February and hit stores in early March. Each one is inspired by iconic looks from the last three decades—the '80s, '90s and early '00s—and has signature MJ logos, illustrations and prints. Also, according to WWD, he's "tinkered with the Diet Coke logo."

It's interesting that the pair are releasing such a big project so close to Jacobs' NYFW show, which leads us to wonder if there'll be any overlap. Models carrying sipping fizzy drinks on the runway, perhaps? Complementary calorie-free beverages at every seat? A half-naked Marc at curtain call? There's still a week to find out, so check out the new MJ x Diet Coke commercial in the meantime. It's really funny, and the girls react to Marc's presence in pretty much the same way we would if we saw him at the mall. (Or like, anywhere.)

More on

Keep up with the Lucky team on Twitter: