The irrepressible Jean Paul Gaultier has done it again: the French haute couture fashion designer has created two flamboyant, “his and hers” bottles for Diet Coke.
The limited edition collectibles are the inspired product of Diet Coke’s newly minted creative director for 2012: yes, dear JPG wears many hats. Dubbed “Day” and “Night”, the cheeky, curvy bottles in a suggestive nude hue are swathed in a nautical striped sailor top and sexy black corset, respectively.
These exclusive first bottle designs for Diet Coke (a third will follow in the summer) are vintage Gaultier. A cream, red and navy palette evokes the sweet shops and capped soda jerks of yesteryear, while the bottle’s curves mirror the likeness of Madonna’s lightning-rod brassiere, Gaultier’s most fashion-forward creation to date. (Her look was dutifully emulated by a snugly corseted Gemma Arterton at the product’s Paris launch.)
The JPG for Diet Coke bottles will be rolled out mid-April. Accompanying the launch are video and ad campaigns, shot by French-American fashion photog Stephane Sednaoui.
“It refreshes the image,” pronounced Hilary Alexander, who hosted yesterday’s event at London’s Harvey Nichols. “It’s extraordinary that his designs lend themselves so well to the shape of a woman. You instantly look at these bottles, and you know.”