Remember how Marc Jacobs became Diet Coke’s creative director and made all those snazzy can designs? Lo and behold, here is an ad featuring the designer himself. Being Marc Jacobs, he opted to go shirtless.
Jacobs discussed his decision with Vogue, because of course he did:
“I take my clothes off when anyone asks me to – well maybe not everyone,” he said. “And I like attention. I’m going to be 50 next month and if someone asks me to take off my shirt and says, ‘please be a hunk’, far be it for me to say no.”…
The project partly appealed to Jacobs because it was in keeping with his democratic all-inclusive vision of what fashion should be.
“I dislike that old-fashioned notion that fashion needs to be exclusive,” he said. “It is far more modern to cover both ends of the spectrum. Andy Warhol once said, ‘The great thing about Coke is that Nancy Reagan’s Coke tastes the same as yours’. Everybody’s Coke tastes the same. I don’t like that ivory tower of fashion, that snobbery. Things should be honest. There doesn’t need to be compromise.”
Okay, three things:
- I’m pretty sure taking off your shirt for corporations that throw tons of money at you is not really the same as “doing it for anyone,” but who am I to know? Maybe Jacobs’ shirts bounce out of the club every time somebody shares a desire to see the designer’s abs.
- Yeah, um, I think other people’s Coke tastes a little different than yours when theirs doesn’t come from an undoubtedly lucrative contract wherein I strongly doubt you ever criticize the brand. I mean, I guess technically the Cokes taste the same, but one is sipped through a straw made of laminated hundred dollar bills while the other one just tastes like aspartame.
Look, Marc Jacobs enjoys many things. He enjoys designing wonderful clothes, having a nice apartment and creating new lines. He also enjoys ignoring intelligent industry guidelines and making money without paying his employees. I realize that sometimes Jacobs is often seen as a super nice, fantastic, occasionally risque guy, but it’s important to remember that he doesn’t just quote famous artists and do cute collaborative designs (f’real, these cans are adorable). He does all these things for the same reason many famous and non-famous people do them: to make money.
While I love Marc Jacobs’ work, I have to admit that I don’t really like him as a person. There, I said it. So this whole “look how casual it is that I loooove the epic bounty that is Diet Coke!” thang is not impressing me a whole lot. And this whole anti-”snobbery” business would mean a lot more coming from the mouth of a man who actually values the time of others and pays the models who work for him — you know, in money. That will help them survive. Not just in clothes.
Photos: Diet Coke via Vogue / Michelle Obama rockin’ it.