EXCLUSIVE: ‘I’m not just showing up and being a show-pony’: Kate Moss reveals the importance of manifesting her own ideas into her first campaign as Diet Coke’s creative director

Kate Moss has revealed how important it was that her own ideas were translated into her first campaign as Diet Coke’s creative director.

The supermodel, 48, posed for a stunning shoot for the drink brand’s new capsule collection, featuring cans with designs inspired by some of her iconic looks over the years.

And amid the launch of the Love What You Love campaign, Kate exclusively told how she wasn’t just the face of the brand, but that her own thoughts and opinions were ‘translated into the shoot’, remarking: ‘I’m not just showing up and being a show-pony.’

Taking control: Kate Moss has revealed how important it was that her own ideas were translated into her first campaign as Diet Coke’s creative director

Kate joined forces with the soft drink company in celebration of its 40th anniversary, with her first move as creative director seeing her not only pose with the limited edition cans, but will see her star in campaign films and curated milestone events.

Detailing how she connects to the campaign and the hard work she’s put into it, Kate explained: ‘I loved the idea of doing this because I had so many ideas. 

‘The new ‘Love What You Love’ campaign also really resonated with me too as I’ve always lived by that philosophy.’

‘I’ve got feelings about things, opinions that have been translated into the shoot.

‘I’m not just showing up and being a show-pony’: Amid the launch of the Love What You Love campaign, Kate exclusively told how she wasn’t just the face of the brand, but that her own thoughts and opinions were ‘translated into the shoot’

She added: ‘It’s proper. I’m not just showing up and being a show-pony.’

The limited edition, bespoke Diet Coke cans features camo, denim, lace and leopard designs, influenced by Kate’s favourite fashion moments over the past four decades.

Reflecting on the designs, she said: ‘When I designed my new Diet Coke by Kate Moss Limited Edition Collection, I was inspired by my favourite 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.’

Work: Kate joined forces with the soft drink company in celebration of its 40th anniversary, with her first move as creative director seeing her not only pose with the limited edition cans, but will see her star in campaign films and curated milestone events

Contribution: Detailing how she connects to the campaign and the hard work she’s put into it, Kate explained: ‘I loved the idea of doing this because I had so many ideas’

Speaking of the campaign, directed by Quentin Jones, the catwalk star added: ‘Being in front of and behind the camera was so exciting. 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.’

Meanwhile, Quentin shared: ‘We really wanted to convey the coming together of these two icons and pay homage to Diet Coke’s 40th birthday by introducing influences from some of the big decades – eighties, nineties and noughties.

‘Using elements of lo-fi tech, combined with surrealist sculptures and contemporary editorial cues, we illustrated Diet Coke’s place in fashion – with a little nod to both the brand’s light-hearted sense of humour.’

The supermodel was brought on board to bring her ‘unique aesthetic and style to the brand’ after the beverage was previously involved in several fashionable collaborations. 

Making her mark: ‘I’ve got feelings about things, opinions that have been translated into the shoot. It’s proper. I’m not just showing up and being a show-pony’

Speaking amid the announcement of her new role, Kate said: ‘I am thrilled to join the Diet Coke family – I love the past collaborations they’ve done with such incredible names in fashion. 

‘The Love What You Love campaign connected with me instantly as I am a firm believer that with confidence and passion, you can achieve your wildest dreams.

‘As Creative Director, I’m looking forward to inspiring fans and celebrating the brand’s 40th Birthday in style.’

Diet Coke has previously marketed itself within the fashion world, with Karl Lagerfeld designing a bottle in 2012 while Ben Stiller starred in an advert for the drink in character as dimwitted supermodel Derek Zoolander. 

Marc Jacobs was also named creative director of the brand in 2013. 

Meanwhile Kate is no stranger to working as a creative director, having taken on the role for Japanese beauty brand Decorté. 

Big deal: It comes as it’s said Kate could reportedly ‘be earning up to £5million for the partnership’ with Diet Coke

It comes as it’s said Kate could reportedly ‘be earning up to £5million for the partnership’ with Diet Coke. 

An advertising source told The Mirror: ‘Far from her star having waned, the next stage of Mossy’s career is burning brighter than ever. She is still very much the hottest ticket in town. 

They also revealed that according to Companies House, her business – Kate Moss Limited – is worth £11.8million, with the star making at least £3million alone last year from brand and modelling deals. 

And her new modelling agency in which she oversees the new generation of catwalk stars is worth £3million alone.

The Kate Moss Agency, which was set up in 2016, has A-list stars on the books such as Stella Jones, Georgia Palmer and Lila Grace Moss, the 19-year-old daughter of Kate and Dazed Media founder Jefferson Hack.

An advertising source told the publication: ‘Far from her star having waned, the next stage of Mossy’s career is burning brighter than ever. She is still very much the hottest ticket in town’

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