After recently celebrating its 33rd birthday, Diet Coke proved once again that it has bottle when it comes to making a fashion statement after sending tremors of excitement across social media last week, following an announcement that it’s latest collaboration would be with leading British fashion designer J.W.Anderson.
The story broke and instantly made headline news on fashion blogs and magazines across the Internet, who had been kept guessing who the designer would be with a teaser film and set of clues on the brand’s Facebook page and Twitter account. But there was nothing quite as fitting as the front cover on Vogue.co.uk to show that the #DietCokeJWA announcement was really trending.
Diet Coke is renowned for its fashion collaborations, which over time have ranged from Jean Paul Gaultier to Karl Lagerfeld, Matthew Williamson to Patricia Field, and most recently, Marc Jacobs. All have left large designer footprints on the brand, and J.W.Anderson has vowed to do the same again with his unique designs, which will be revealed later this month.
The exclusive collection, inspired by the Irish-born designer’s signature knitwear prints and bold, hyper-realistic photography, will feature two limited-edition Diet Coke aluminum bottles, t-shirts, a tote bag and a premium notebook. There will also be a limited-edition collector’s box containing the bottles and notebook, available exclusively from Harvey Nichols stores from 17th August (while stocks last).
The collaboration marks a first for the brand in two ways, as it will also be the first time photography has been used to decorate and embellish Diet Coke’s designer bottles. It forms part of the brand’s ‘Regret Nothing’ campaign, aimed at inspiring and empowering people to embrace their impulsive side.
“I view Diet Coke as a pop culture icon so I was excited to have the opportunity to put my stamp on ‘Regret Nothing’” said Jonathan Anderson. “You can expect something completely different with lots of cool surprises.”
Jonathan Anderson embodies the ‘Regret Nothing’ philosophy himself. As the founding designer of London-based J.W. Anderson, established in 2008, he originally wanted to pursue a career in acting, but after discovering a love for stage costume, made the brave decision to turn his hand to fashion. He hasn’t looked back since, and J.W.Anderson is now one of London’s most innovative, internationally recognised and award-winning fashion brands.
“Jonathan Anderson’s regret nothing attitude helped him achieve outstanding success so we feel very excited to be working with him,” said Bobby Brittain, marketing strategy and activation director for
Fans who can’t wait to own a piece of Diet Coke history will have the chance to win a piece of the collection on the brand’s social media channels from the beginning of August. Good luck!
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• ‘Behind the scenes’ pictures by Pierre Loubaton
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