Marc Jacobs Starts in New Diet Coke Campaign

via fashionista.com

Marc Jacobs, Diet Coke’s newest designer/creative director (he follows Jean Paul Gaultier and Karl Lagerfeld in the role) unveiled his new ad campaign for fashion’s favorite soda in London yesterday, WWD is reporting.

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Jacobs in his PJs, as usual, at the launch event for his Diet Coke campaign. (Getty)

The adorable campaign features Jacobs in his signature skirt and button down (don’t worry he still wore pajamas to the launch event) handily hoisting up models like Ginta Lapina on top of the Diet Coke cans he designed. In one ad he’s holding up the can, and a model, on his shoulders, in another he’s holding a straw that a model is reclining on.

Since the campaign celebrates 30 years of Diet Coke in Europe (Jacobs designed one can per decade) the newest commercial features Jacobs and a gaggle of fan girls time traveling in a photobooth. We’re partial to the ’90s flashback. Take a look. Click through to see the full campaign below.