We’re also shooting the campaign and fashion film in collaboration with Rankin Studios / The Hunger Magazine next week (directed by Thomas Knights) and will be unveiling the collection and premiering the campaign on the first day of LCM on 16 June at the prestigious St Martins Lane London. I literally cannot wait for you to see who we have cast.

Our brand partners are Snow Queen Vodka (who have been an absolute god send and pleasure to work with creatively) – they’ll be featured in the campaign film itself and have a strong presence at the showcase with an ice sculpture and vodka shots, Philips – You Need To Hear This where we’ll be featuring the luxury Fidelio M1 headsets in both the film and at the showcase, and our luxury shoe partner – the eponymous Austrian designer Ludwig Reiter.

AOFM is our beauty partner and Diet Coke will be providing refreshments at the showcase – keeping in line our monochrome aesthetic through every detail.

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1. The Sonic Youth – Sugar Kane music video featuring Marc Jacobs and his “Grunge Collection” for Perry Ellis in 1992. The clip also features Chloë Sevigny’s screen debut.

2. The Louis Vuitton Stephen Sprouse campaign – here’s Marc by Terry Richardson sporting nothing more than American Apparel underpants with the words Louis Vuitton scrawled all over his body in fuchsia paint, oh and a $1,500 Graffiti Keepall bag.

3. The Spring Summer 2008 campaign with Victoria Beckham posing in little more than a pink collar and plastic bag photographed emerging from a giant Marc Jacobs bag by Juergen Teller.

4. Now becoming a running theme, Marc gets naked again for the BANG campaign shot by Juergen Teller.

5. Last but not least, the Diet Coke ‘Sparkling Together For 30 Years’ campaign shot by Stephane Sednaoui with the Marc Jacobs’ Photobooth break/striptease film that we made!

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‘I Heart ‘80s’ embodies the rise of the empowered woman in all her 1980s glory. Marc Jacobs captures her in a timeless and classic style, with a strong rebellious current, which also portrays the designer’s love of theatre. The bow tie and shining lights of Broadway incorporated into the design, also reference the spectacular launch of Diet Coke at Radio City NYC, where the world’s first diet soft drink made its US debut in 1982.

The ‘I Heart ‘90s’ creative is a dynamic reinterpretation of the decade, showcasing the extravagant attitude of the era where fashion, music and art collided in a glamorous exploration of strong femininity and daring attitude. Marc’s signature swallow motif adds a romantic element to the design and features iconic ‘90s fashion accessories including the exaggerated couture trilby hat and treasured stiletto heel.

‘I Heart ‘00s’ design is a playful and lighthearted illustration of the sporty-cool decade, embodying humour, sexiness and energy. The evocative silhouette is directly inspired by the Marc Jacobs Spring / Summer 2013 runway show and features his signature red polka dot motif – a hallmark of his early collections. The stripes and geometric patterns detailed in the graphic also bring to life the youthful exuberance and the eclectic mix of inspirations that make fashion in the ‘00s so diverse.

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Read more about the partnership and check out the images of Marc by Stéphane Sednaoui here along with the sexy short film we created.

Here are some behind the scenes photos (by Frédéric Bukajlo) from the two day shoot in Paris back in December, along with a video interview that I did with Marc for Diet Coke’s social channels. You can see the campaign announcement image that we shot, along with the short film where Marc takes on the role of the Diet Coke Hunk here.

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Check out the short film below featuring a very alluring and shirtless Marc Jacobs, paying tribute to the legendary Diet Coke ‘Hunk’ ads from the 1990s. The clip was directed by César Vayssié and produced by Guillaume Verluca at Wolkoff et Arnodin. The announcement image was shot by the incredible Stéphane Sednaoui.

I interviewed Marc on the set of the shoot in Paris last December, you can watch the video interview and see some behind the scenes photos here.

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However, to celebrate 30 years of the brand in Europe, I’ve been working with the team at Diet Coke on various projects (a fashion one in particular, which will be announced in due course). On eof the celebration elements is the revival of the Diet Coke Hunk who we haven’t really seen since 2007 (check the timeline here).

The Hunk for 2013 is Models 1 face and body Andrew Cooper and the 60 second commercial below is directed by Rocky Morton and produced by BETC.

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The ‘Night’ can has a sexy rock theme that immortalises Jean Paul Gaultier’s corset and iconic cone bra design. While the ‘Day’ can is inspired by Jean Paul Gaultier’s signature Breton stripes and captures his fun attitude. The definition of pop couture, one might say.

The cans will be made available across Europe at select retailers from July to September.

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The campaign image was once again shot by Stéphane Sednaoui.

As a reminder, here is the Serial Designer short film starring Eleanor – the Diet Coke puppet inspiration for Tattoo.

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