Marc Jacobs for Diet Coke

Designer Diet Coke from Marc Jacobs

Diet Coke has a new hunk, and his name is Marc Jacobs.

The New York-based designer has signed on with the fashion-forward drink brand as creative director for 2013. And, far from hiding himself away in the design studio, he is promoting the collaboration in front of the cameras, too.

‘I think glamour and sex sells just about everything,’ he told WWD of the project, which will see three cans, three bottles and three ad campaigns, each corresponding to a decade in fashion, released next month.

ADVERTISEMENT - CONTINUE READING BELOW

‘I still think it’s hysterical people want me to take my shirt off. You know, I’m going to be 50 in two months, so I guess I should be glad.’

In one set of images, shot by Stéphane Sednaoui, a shirtless Jacobs shows off his famous tattoos while enjoying a Diet Coke break in a photo booth.

The designer takes the creative director baton from Jean Paul Gaultier, whose signature nautical designs graced bottles and cans in 2012, and Karl Lagerfeld, who served in the role in 2011.

The new designs, which Jacobs describes as ‘whimsical’ and ‘feminine’, are yet to be unveiled.

Read Next: