“It’s very stimulating for me because I love the idea and as everyone knows, I drink Diet Coke and nothing else, night and day. …” Lagerfeld
They follow us as we wander around Paris, following our footsteps around crossroads and street corners. They’re everywhere: in our favorite fashion magazines, or as large-scale models on our bus shelters. Can you guess who they are? Here’s a hint: little bubbles full of lightness. Have you figured it out?
Yes, these are the visuals for Coca Cola Light ‘s new advertising campaign featuring star models Coco Rocha, Heidi Mount and Jeneil Williams, shot by the famous fashion designer and photographer Karl Lagerfeld!
After a first successful trial in 2010, Coca-Cola Light and Karl Lagerfeld are once again collaborating to our great delight! The result is the Coca-Cola Light by Karl Lagerfled collection, reinvented this time with not one, but three bottles revisited by the designer. With soft colors ranging from pink to white, enhanced by touches of black reminiscent of the famous drink, repeated pop motifs and Karl Lagerfeld’s silhouette, the brand’s own codes are clearly present, combined with Lagerfeld’s signature touch of lightness and modernity.
To create this collection, Karl Lagerfeld drew inspiration from the playful, mischievous character of Coca-Cola light’s new heroines: Bernadette, Eléonore and Irène, the trio of star dolls soon to be seen across Europe in the brand’s new TV campaign.
The first design, inspired by Bernadette, is both romantic and modern, featuring a chic all-over of metallic grey polka dots on a lacquered white background. The second bottle is the most daring, reflectingEléonore ‘s vibrant personality with its pink stripes literally enveloping the bottle. The third design, echoingIrène‘s rock chic allure, has a slightly rockier edge with its black studded star pattern.
In addition to designing the collection, Karl Lagerfeld himself shot the Coca-Cola light advertising campaign. Like the bottles, each of the three supermodels has her own look, in perfect harmony with the others. Inspired by the heroines of the forthcoming Coca-Cola light TV campaign, these models give them body and life, perfectly embodying the bold, modern spirit of the brand.
Discover with us some images of the making of the shooting for a sparkling and glamorous fashion session!
And to take advantage of April’s mild spring weather, the famous brand invited us to the top of the Centre Pompidou at Restaurant George for an evening dedicated to its famous Light drink, where the famous creator came accompanied by his clones and allowed us to enjoy an exceptional view of the capital while enjoying refreshing bubbles.
True collector’s items, the new Coca Cola Light bottles are available individually or in a collector’s box in the shape of a prism, also designed by Karl Lagerfeld, in supermarkets, hypermarkets and certain specialist retailers.
Photo credit : ʻ
Advertising Campaign Photographs: ©Karl Lagerfeld
Making-of photos: ©Olivier Saillant
Photographs Coca Cola Light Evening: ©Marie-Odile Radom
Marie-Odile Radom
Cette publication est également disponible en : Français (French)
