Diet Coke bottles to feature photography for the first time in JW Anderson design collaboration
Diet Coke has revealed British designer J.W Anderson as the drink's lastest fashion partner, a collaboration that will see the brand add photography to its bottles for the first time.
The collection, set to launch late July, will feature two limited-edition designer Diet Coke aluminum bottles, t-shirts, a tote bag and a notebook.
The partnership is the latest in a string of fashion collaborations with designers including Marc Jacobs, Jean Paul Gaultier and Karl Lagerfeld as Diet Coke looks to align itsekf with fashion-loving young women. The collection also forms part of the drink's Regret Nothing campaign, which saw Diet Coke ditch its long-standing hunky male model in favour of encouragaing women to create positive experiences and act impulsively.
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Bobby Brittain, marketing strategy and activation director for Coca-Cola in Great Britain, said: “Jonathan Anderson’s regret nothing attitude helped him achieve outstanding success so we feel very excited to be working with him. This collaboration is unlike any of Diet Coke’s previous designer partnerships so we can’t wait to unveil what will truly be an inspiring fashion forward collection.”
Anderson added that the collaboration will be "completely different" from previous efforts, which had previously focussed on illustrations.
Harvey Nichols will stock a limited-edition collector's box set from 17 August.