Diet Coke collaborates with Kate Moss for its 40th Anniversary

Diet Coke has collaborated with fashion icon Kate Moss in celebration of its 40th anniversary.

The legendary supermodel unveiled four new limited-edition 330ml Diet Coke cans: camouflage, denim, lace and leopard print. The bespoke cans were inspired by her most iconic looks over the past four decades as well as the brand's heritage in fashion.

Moss who was recently named as U.K.'s creative director for the soft drink brand follows in the footsteps of Karl Lagerfeld, Jean Paul Gaultier, Jonathan Anderson, Matthew Williams and Roberto Cavalli. She fills the 10-year role vacancy, previously held by her close friend Marc Jacobs who held the role for the brand's 30th anniversary year.

'When I designed my new Diet Coke by Kate Moss Limited Edition Collection, I was inspired by my favorite looks worn over the years - and how good they made me feel at the time. Each design captures a moment I've loved - every piece holds a special memory for me and still lives in my wardrobe. It's been great to revisit this, as part of the celebrations for Diet Coke's 40th birthday Having full creative control of the look and feel of the campaign was a first for me. Diet Coke is a pop-culture icon and has a unique place in fashion history,' Moss said in a statement.

'The new collection of Diet Coke cans by Kate Moss will help us deliver great activation in store for our customers to help drive further sales. Not only will shoppers want to collect the can designs, but the on-pack will reward loyal fans of Diet Coke with 1,000s of prizes which include handbags, signed books and retail vouchers. We're thrilled that Kate Moss is helping Diet Coke celebrate its 40th birthday in style,' Martin Attock, VP commercial development at Coca-Cola Europacific Partners added.

As part of the celebrations Diet Coke has also announced that fans who buy a promotional 500ml, 2L or 8/10/12x330ml pack of Diet Coke can participate in a contest to win 1000s of prizes from some of Kate's favorite brands, including e-Gift cards from retailer Selfridges, vintage-inspired Camera Bags from global fashion house, Coach and even Diet Coke stamped copies of the much-coveted book, 'Musings on Fashion and Style: Museo de la Moda' edited by Kate Moss.

The 'Diet Coke by Kate Moss' 'Love What You Love' limited edition collection will be available in UK stores nationwide from 25 July.

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