Marc Jacobs follows previous fashion icons such as Karl Lagerfeld and John Paul Gautier and has been announced as the creative director of Diet Coke. 

To kick things off, Jacobs stars in a photo booth parody of the iconic ‘Diet Coke break’ ad. “I don’t have much shame or anything in terms of taking off my clothes,” admitted the buff 49-year-old, whose body is adorned with a collection of colourful and quirky tattoos.

Diet Coke celebrates its 30th anniversary this year, and so the partnership has been dubbed ‘Sparkling Together For 30 Years’.

From next month, a limited collection of bottles designed by Jacobs and inspired by the Eighties, Nineties and Noughties will go on sale.