'Sex and glamour sell anything!'
So said Marc Jacobs announcing his appointment as Diet Coke's new creative director.
Already creative director of Louis Vuitton and head of his eponymous line Marc Jacobs, the 49 year-old designer has been brought on board to design a limited edition collection of Diet Coke bottles and cans in honor of the brand's 30th anniversary.
Marc Jacobs said in an interview: 'I feel very privileged to be the new creative director of Diet Coke and put my stamp on the 30th Anniversary campaign.
'Diet Coke is an icon… and I love an icon.'
Jacobs has released a video and set of images announcing his 'Diet Coke moment' where he poses shirtless. Diet Coke has used fashion designers to promote the brand since 2003. Last year, Jean Paul Gaultier presented tattoo-inspired re-designs of Coca Cola Light bottles and cans, preceded by Karl Lagerfeld and Roberto Cavalli.
This isn't the first time Jacobs reveals his body for the sake of advertising. He made headlines in 2010 when he posed nude in an ad campaign for his new men's fragrance BANG!, covering his privates with only an over-sized cologne bottle.
Jacobs produced his first collection bearing his name in 1986. In 2009, he launched a shirt that demanded the legalization of gay marriage.
The gay designer was previously engaged to Brazilian PR mogul Lorenzo Martone, whom he 'married' in St. Barts on New Year's Eve 2009. Both Jacobs and Martone confirmed their commitment ceremony, but after breaking up a few months later, clarified that legal documents were not signed. Jacobs is currently dating gay porn star Harry Louis.
His eponymous line Marc Jacobs can now be found in more than 200 retails stores in 80 countries. Check out his teaser video below for his new collaboration with Diet Coke.