Kate Moss pairs with Diet Coke, again. But, this could be a magazine cover

In the new Diet Coke campaign conceived with Kate Moss, the model holds a can of the beverage she has signed on the dotted line with Coca Cola to sell. Ms Moss appears between two thick chains that frame her lithe body, but the can she is supposed to promote is somewhat camouflaged by a chain, while her index finger covers half of the four-letter word/brand. Looking further away, could this be a V magazine cover, without the blurbs? The industrial-strength chains—probably picked for their noticeability (or the equivalent of a bold font)—do not fall by her sides, vertically. They meet at a point somewhere below that we can’t really see, forming, without a doubt, the twenty second-letter of the English alphabet. And that the vee is centralised, symmetrical and stretches from the top to the end of the image is also identical to how V magazine places their massive masthead. Ms Moss has, of course, appeared on the cover of V magazine more times than we can remember. Was she, therefore, inspired by the title’s graphic distinctive graphic sense?

This is Ms Moss’s second collaboration with Diet Coke (which—first launched in 1982 I’m the US—is rarely seen here; Coke Zero and Coke Light are widely available) after she was announced last year as the brand’s “creative director”. Called “Diet Coke by Kate Moss, Love What You Love”, the campaign is the result of the original “waif” model wanting “to add a fashion twist” to an image inspired by the brand’s campaigns in the ’90s, also the decade of Ms Moss’s heydays. In this image, she wears a little black dress trimmed with gold chains that, in sum, has more than a whiff of Chanel. The LBD is design by her pal and stylist Katy England (it is not known if Ms England has a hand in styling the ad). Kate Moss may try to keep Diet Coke’s aesthetic bearings to the present, but, to many, she still represents a past when magazines, such as V, were popular, and bought.

Photo: Diet Coke