The fashion industry’s favorite soft drink is celebrating its 30 year anniversary in Europe, so it brought out the big guns. Jacobs designed three cans, three bottles and created three ad campaigns. The designs correspond to the fashion of the ’80s, ’90s, and the aughts. He described the packaging to WWD as “whimsical and feminine.”
And, judging by the amazingly ridiculous video, which you can watch below, humor helps too.
“I still think it’s hysterical people want me to take my shirt off,” Jacobs told the trade. “You know, I’m going to be 50 in two months, so I guess I should be glad… It feels like the decade of me taking my shirt off.”
That’s about right–following his total image overhaul from scruffy, slumpy, bespectacled Marc to jacked up, tattooed Marc, shirtless photo shoots and knee-length skirts have become the designer’s trademarks.
The bottles and full ad campaigns have yet to be revealed but for now, watch a group of girls get all hot and bothered over Marc Jacobs taking shirtless selfies in a photobooth. I mean, we’d be pretty excited, too.