Marc Jacobs' life would make for a bloody brilliant movie – the American designer has all you could possibly want for in a cinematic adventure. Triumph over adversity (did you know he's been sacked more than a few times and battled addition only to arise – phoenix-like - stronger than ever?), charisma by the bucketload, the most enviable friendships with eternally fascinating people like Kate Moss, three much-adored fashion lines - two namesake labels and as creative director for the Parisian dream-machine, Louis Vuitton - and now, the icing on this storytelling cake, Mr MJ is a Diet Coke hunk.
After years of buffing up and ditching his original nerdy look for calf-flashing skorts and slim white shirts, it could be an eclectic tale of the industry's beloved kilt-wearing genius turned super-stud... We'd buy tickets well in advance!
But today we were fortunate enough to be around the revered MJ in person, because he was in London to launch (as part of his one year creative directorship) a new design for Diet Coke's latest fashion-upped bottle.
'I was very excited and I still am excited to be working with Diet Coke,' he told us. 'I've drunk it for so many years and have an average of two cans a day.' In the past Jean Paul Gaultier and Roberto Cavalli have been tapped for their talents by the multinational beverage company as has Karl Lagerfeld - who reportedly shed 90lbs in 2001 by regimentally drinking the stuff (he still does morning 'till night). 'Diet Coke is an icon and I've always worked with icons whether it's Mickey Mouse or Louis Vuitton,' says MJ. 'It's part of my culture and the culture of everyone I know.'
The designer also unveiled the new campaigns starring Latvian model Ginta Lapina as well as himself, obvs. 'I love attention!' he explained. Photographed by Stéphane Sednaoui, the cheeky ads feature Mr Jacobs holding a giant bottle opener while wearing his signature skort. So will MJ be adding a Diet Coke tattoo to his collection? 'I didn't have that mind,' he admitted. 'My mark will be with be with the bottles and cans and not the other way around!'
It may seem very mass market in contrast to the luxury the tattooed designer sends down the runway, but pop culture is important to Marc Jacobs - as it is for his longtime collaborator, the magnificent Katie Grand. Just think of the Marc by Marc Jacobs shops, full of affordable knick knacks and paraphernalia, or his BookMarc store stocked with, you guessed it, books and mags. Spongebob Squarepants obsession aside, MJ himself is somewhat the sponge, soaking up cultural references in visuals of the everyday.
At today's event, the designer also opened up about Kate Moss (who last week walked in the Louis Vuitton show in Paris). 'Kate Moss's attitude towards life makes her special,' he said. 'Honesty and integrity - she's stylish not just fashionable.' He also revealed that he is not planning on continuing his movie career after his silver screen debut in Disconnect. Why won't he act again? Because there was too much waiting around.
He is, however, the star of a new short film charting three decades of fashion trends. Watch him doing his Hunky thing in the video below...