Marc Jacobs. Getty images

The post I wrote about the fashionisation of life? Well, today comes the news that stubbly zeitgeist-channeller/designer Marc Jacobs is the 2013 creative director of Diet Coke. See what I mean?

Diet Coke’s gig is a year-long stint involving the redesign of some bottles and cans, and a commercial that seems to feature Jacobs mostly shirtless. Previously they worked with Karl Lagerfeld, who, post-2001-diet became famous for his love of Diet Coke (he drinks 10 cans a day), and Jean-Paul Gaultier. Marc says he drinks two to three cans a day, so the choice makes sense – though the Coke folks have missed the boat with buzzy new Dior designer Raf Simons, who told me he used to drink two big litre bottles of Coke Zero daily, but quit this January in fear of aspartame.

Anyway, the point is less that fashion has a thing for Diet Coke – what else would anyone expect, given the industry’s body image issues? – but rather that Coca Cola, the behemoth that is #3 on Forbes’ most powerful brands list, has sussed that having a fashion name design their bottles gives them a new reason to get consumers to buy. Read more

If anyone should understand the dangers of stereotyping based on appearance, it is someone in the fashion world, which is predicated on the way image can deceive. Yet, after many seasons spent next to the Pucci runway watching Peter Dundas, the brand’s 6ft 2in Norwegian creative director, redefine the house that print built into a sex-and-strut style for the modern jet set, I admit I made certain assumptions about the man.

I assumed, for example, that when I called him to propose writing about what he does in his spare time, he would choose something high-octane like kitesurfing, salsa dancing or poker. It never crossed my mind that Dundas – fans of his slinky dresses cut down to here and up to there include Jennifer Lopez, Gwyneth Paltrow and Halle Berry – would choose something as … well, old-fashioned as baking.