Fashion maestro Marc Jacobs unveiled the collection of bottles that he designed for Diet Coke on Monday. Flanked by some of his favourite catwalk models, including Ginta Lapina, he took to the stage at the German Gymnasium in London to reveal his designs. With the theme 'J'aime les années 90s' (I like the 90s), the three bottles celebrate the past three decades of fashion's favourite fizzy drink as part of the campaign '30 Years of Sparkling Together'.
‘I Heart ‘80s’ embodies the rise of the empowered woman in all her 1980s glory. Marc Jacobs captures her in a timeless and classic style, with a strong rebellious current, which also portrays the designer’s love of theatre. The bow tie and shining lights of Broadway incorporated into the design, also reference the spectacular launch of Diet Coke at Radio City NYC, where the world’s first diet soft drink made its US debut in 1982. The ‘I Heart ‘90s’ creative is a dynamic reinterpretation of the decade, showcasing the extravagant attitude of the era where fashion, music and art collided in a glamorous exploration of strong femininity and daring attitude. Marc’s signature swallow motif adds a romantic element to the design and features iconic ‘90s fashion accessories including the exaggerated couture trilby hat and treasured stiletto heel.
‘I Heart ‘00s’ design is a playful and lighthearted illustration of the sporty-cool decade, embodying humour, sexiness and energy. The evocative silhouette is directly inspired by the Marc Jacobs Spring / Summer 2013 runway show and features his signature red polka dot motif – a hallmark of his early collections. The stripes and geometric patterns detailed in the graphic also bring to life the youthful exuberance and the eclectic mix of inspirations that make fashion in the ‘00s so diverse.