Diet Coke has recently launched a fashion channel in connection with Yahoo! UK & Ireland called Style It Light, a site with as much focus on the promotion of Diet Coke (or Coca Cola Light) as it is the fashion news that makes up its content. This venture should come as no surprise. The brand has been integrating itself -- rather successfully--into the world of fashion for quite some time. Arguably the most chic of carbonated drinks, Coca Cola has sent redesigned bottles by Donatella Versace and Angela Missoni down a Milan runway, has been the focus of recycled interior decorating, and collaborated on several occasions with Karl Lagerfeld.
Sponsored endeavors aside, we have noticed Coca Cola's involvement with fashion in another important role--that of the editorial accessory. Models have been posing with Coca Cola bottles and cans for photogs just as long as they've been drinking it.
Though perhaps easily overlooked due to the Coca Cola symbol's ubiquitous nature, when you notice it once, they seem to show up everywhere. Take a look at some of the brand's editorial highlights.
Diet Coke has long been the fashion industry's drink of choice. It's basically like water for fashion folk.
The industry, has of course, embraced their carbonated beverage of choice in very visible ways--we're looking at you Kaiser Karl. Karl Lagerfeld famously credited his weight loss in 2001 to a diet of Diet Coke and steamed veggies and was once spotted on a shoot with a butler standing by holding a goblet full of Diet Coke. Most recently, back in April, Lagerfeld designed a special bottle for Coca-Cola Light in France adorned with his iconic silhouette. He also shot their ad campaign, featuring Coca Rocha and Baptiste Giabiconi. Matthew Williamson, Manolo Blahnik, Nathalie Rykiel and Roberto Cavalli have all designed limited edition Coca Cola Light bottles as well.
But now it seems Diet Pepsi is trying to grab their share of the fast-growing fashion market. Today we received a four-pack of Diet Pepsi's new "skinny" cans which hit shelves in March.
"The new sleek packaging is meant to offer a sassy new way for people to enjoy their beloved Diet Pepsi. The new cans are fashionable and are sure to be the hot new fashion accessory this Spring!" read a release. Get it? Because the cans are skinny, just like what everyone in fashion aspires to be.
Diet Pepsi did have their fashion moment in the sun with those iconic Cindy Crawford commercials back in 1990. Let's relive it.