April 13 - French fashion designer Jean Paul Gaultier has become a creative director for Diet Coke creating two new bottle designs inspired by his haute couture fashions. Hayley Platt reports.
He's best known for his flamboyant fashion designs - now Jean Paul Gaultier is behind a new design for the iconic Coca-Cola bottle. He's been appointed creative director for the Diet Coke brand, and has produced two new bottle designs. This one is called Night and takes its design cues from the coned-shaped bra and corset famously worn in concert by Madonna. The other, called Day, is inspired by Gaultier's signature Breton striped t-shirt. SOUNDBITE: Jean-Paul Gaultier, designer and creative director of Diet Coke, saying, (English): "After I saw the bottle I see it has the curve of a woman, it's like a lady, so I will dress her. I wanted to dress her but in a Gaultier way but always with the Coca Cola logo." Coca-Cola has been around for 125 years. Its sugar free version came along in 1982. Since then Coca-Cola and other similar cola brands have capitalised on the market for diet drinks, driven largely by calorie-conscious female customers. British Actress Gemma Arterton was at the launch in Paris. SOUNDBITE: Gemma Arterton, British actress, saying (English): "I guess the bottles were originally based on Marilyn Monro's shape, we're also so used to Jean-Paul Gaultier's perfume bottles which are a similar shape, so it's kind of like an obvious choice I think to put his designs on there." Olivier Geyer, Director of Diet Coke for Europe says the project brings two icons together. SOUNDBITE:Olivier Geyer, Director of Diet Coke Europe, saying (English): "This collaboration with Jean Paul Gaultier has been just amazing because he's been able just to bring the two icons together, it's a celebration of women in general and of our drinkers in particular." The drink goes on sale in Europe later this month. Fans of the designer should find it easier to find and a lot cheaper than one of his high-fashion items. A third design called Tattoo is planned for later this year. Hayley Platt, Reuters