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Marc Jacobs Takes His Shirt Off for Diet Coke

Marc Jacobs on his new Diet Coke campaign: “I think glamour and sex sells just about everything.”
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Marc Jacobs follows Jean Paul Gaultier, and before that, Karl Lagerfeld, as the new creative director and face (and abs) of Diet Coke for 2013.

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."

As for the campaign, in which he stars, shirtless, he said, “I think glamour and sex sells just about everything.” Examples of that philosophy can definitely be found in Jacobs's own advertising.

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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.