Marc Jacobs teams with Diet Coke

Marc Jacobs is the new creative director of Diet Coke.

The partnership sees the hunky designer strip down and pose playfully for the soft drink brand’s 2013 campaign.

Diet Coke is also celebrating its 30th birthday making this promo even bigger and better than its usual offerings.

“I think glamour and sex sells just about everything,” Marc laughed to WWD with reference to his saucy adverts.

The fashion mogul has also designed packaging for the brand which he describes as “whimsical, feminine”.

The first cans and bottles will arrive next month in 11 European markets, including the UK, France and Iceland.

Three cans, three bottles and three adverts make up Marc’s offering, each referring to a recent decade in fashion.

The theme is female empowerment and key looks from the '80s, '90s and 2000.

Marc hinted the designs will include signature motifs from his collections as well as a tweak to the soft drink’s usual logo.

“We wanted it to be colourful and fun,” he smiled.

The designer has become known for his muscles and body covered in tattoos, but finds it funny people are so interested in his looks.

“I still think it’s hysterical people want me to take my shirt off. You know, I’m going to be 50 in two months, so I guess I should be glad,” he grinned.

“It feels like the decade of me taking my shirt off.”

Whereas Marc is best known for influencing the fashion world, he simply sees collaborations with other types of markets as a natural progression.

“It’s just another proof of people loving the power of fashion… Designers have personalities, and their clothes have a voice and a vision, and people respond to it,” he explained.

More details of the Sparkling Together for 30 Years campaign will be released at a London launch event on March 11.

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