Haute 100 New York Update: Marc Jacobs Is New Creative Director for Diet Coke

As the new creative director for Diet Coke, fashion designer Marc Jacobs created a series of “whimsical, feminine” packaging for the soft-drink giant to celebrate its 30th anniversary in Europe.

“We wanted it to be colorful and fun,” Jacobs told Women’s Wear Daily.

Jacobs’s creations, which will be unveiled later this month, consist of three cans, three bottles and three ad campaigns that represent three eras in fashion and women’s empowerment: the ’80s, ’90s and ’00s. The designer said he also altered the Diet Coke logo.

The first advertisement shows Jacobs shirtless, playfully opening an exploding can of Diet Coke.

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

Karl Lagerfield and Jean Paul Gaultier previously headed Diet Coke’s creative team in 2011 and 2012, respectively. Soda has never been so stylish!

Check out pictures from the campaign below!