Coke has been a fashion industry favorite for years, and now its main competitor Pepsi wants in on the action.

Also, Alexa Chung looks great with scraped-up knees.

We really can't blame Victoria Beckham for gawking at husband David Beckham's perfectly toned derrière while he sprinted across a London rooftop in briefs and a tank-top for his new H&M campaign--10 minutes have passed and we're still staring. {Look UK} Taylor Swift managed to stay super upbeat during her 10 hour shoot for Diet Coke. Maybe it's because she listened to her own music? {Bernstein & Andriulli} Banana Republic is parting ways with the brand's Executive Vice President of Design and Creative Director, Simon Kneen. {WWD subscription required}

Rag & Bone is continuing their tradition of D.I.Y campaigns. The latest models to snap themselves for the brand? Kirsty Hume and Erin O'Connor. {Fashionista Inbox} Rumor has it Rihanna's been tapped to play legendary actress and dancer Josephine Baker in an upcoming film--think she's been getting acting tips from BFF and fellow acting novice Cara Delevingne? {Death and Taxes} Our favorite child star-turned-fashion icon Ashley Olsen reunited with her Full House family at former castmate John Stamos's 50th birthday party while Mary-Kate was presumably off being too cool somewhere else. {Us Weekly}

What's black and white and has only one arm? Why, it's Sarah Jessica Parker on the cover of Harper's Bazaar Russia's June issue! {Fashion Gone Rogue} Jessica Chastain wore purple Spanx to match the Givenchy dress she wore yesterday at Cannes. Talk about being prepared. {The Cut} In addition to designing his niece's wedding dress, Oscar de la Renta showed off his vocal chops with Elvis Presley's “I Can’t Help Falling in Love With You" at the ceremony, held last weekend in East Hampton. {NY Post}

The adorable campaign features Marc Jacobs in his signature skirt and button down (don't worry he still wore pajamas to the launch event) handily hoisting up models like Ginta Lapina on top of the Diet Coke cans he designed. In one ad he's holding up the can, and a model, on his shoulders--in another he's holding a straw that a model is reclining on. The commercial is even better.

Marc Jacobs on his new Diet Coke campaign: “I think glamour and sex sells just about everything.”

Diet Coke announced a few weeks ago that Jean Paul Gaultier was this year's new creative director by releasing a series of really weird, yet strange

From Haute Couture to...soda cans? Apparently so. Jean Paul Gaultier has just been named Creative Director at Diet Coke (taking over from Karl Lage

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.

Last night in Paris Diet Coke threw a party for Karl Lagerfeld, celebrating his campaign for the soft drink which features Coco Rocha, Jeneil Williams and Heidi Mount. For the truly Karl-obsessed, has also designed three new bottles and a collector's box. Click through to see more images from the campaign, the bottles, and behind-the-scenes stills from the shoot.

Kate’s Blouse Back at Whistles: In case you need an over-priced silk shirt, the blouse from Whistles (circa 2008) which Kate Middleton wore in her engagement photo is now available again at the store. It’s called the “Kate” (original, guys) and retails for £125, up from £95. {Telegraph} Kelly Cutrone’s New Book Available May 3: Kelly Cutrone, beloved in the fashion industry and now conquering all media, has a new book coming out on May 3 titled, Normal Gets You Nowhere. {WWD, subscription required} Gwen Stefani Holding Online Auction to Support Japan: Japanese street culture is a well-known influence for Gwen and her LAMB label, and she’s given generously to help the country. In addition to a $1million donation, she’s having an online auction from April 11-25 to raise money for the country. You can bid on limited edition Harajuku t-shirts, vintage LAMB pieces, and a Harajuku-themed tea party with Gwen herself. {PopSugar}

Gareth Pugh's BF Poses In Nothing But His Boots for Nick Knight: Nick Knight's SHOWstudio released this stunning portrait of Gareth Pugh and his boyfriend Carson McColl today. {SHOWstudio} Michael Kors' Dream Collab: In Booth Moore's recent Michael Kors profile Kors told her, "I want a deal with In-N-Out Burger — to do a special sauce or a wrapper. I'm horseradish-obsessed!" Fair enough. Horseradish is delicious. {LA Times} The Man Repeller Does Kimberly Taylor's Fall Look Book: Last season Andrew Mukamal styled Kimberly Taylor's spring look book. This season, Taylor's enlisted the Man Repeller's Leandra Medine to style and star in her fall 2011 look book in two parts: "Man Getting" and "Man Repelling." Medine will also host Taylor's presentation during fashion week. {Refinery 29}

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.

Photo Courtesy of WWDI didn't realize until reading WWD this morning that Zac Posen was such a foodie. Turns out he cooks three times a week (even aft

Someone at Diet Coke HQ must miss Project Runway, too - they've invented an online TV show called Style Series that brings weekly webisodes to your c