Diet Coke Unveils Cans by Marc Jacobs

The American designer interpreted three recent fashion decades for the packaging design.

POP ART: How apt: Marc Jacobs employed his signature swallow print for one of the cans he designed as Diet Coke’s creative director for 2013. The stylized birds flit around a fashion illustration showing a model crouching in a bustier dress, stiletto heels and a tall trilby hat, telegraphing a fashion look from the Nineties.

Jacobs also created cans to celebrate female empowerment in the Eighties and Aughts as the soda giant marks a milestone anniversary in Europe dubbed “Sparkling Together for 30 Years.”

A flurry of bow ties over a model in a strong-shouldered tuxedo and top hat portray the Eighties in the spirit of Broadway razzle-dazzle, while a sporty-chic look straight from the spring 2013 runway represents the Aughts, surrounded by a shower of polka dots.

The first cans and bottles are slated to arrive next month in 11 European markets including the U.K., France, Benelux and Iceland. Jacobs had a hand in three cans, three bottles and three ad campaigns, each corresponding to a recent decade in fashion.

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