Marc Jacobs is stripping down as Diet Coke’s new creative director. A move that found him posing in the ads with his shirt off, something that still surprises the designer. “I still think it’s hysterical people want me to take my shirt off,” he told Women’s Wear Daily. “You know, I’m going to be 50 in two months, so I guess I should be glad.”

That isn’t the only reason that Jacobs should be glad either, being Diet Coke’s creative director puts him in pretty exclusive company a la Karl Lagerfeld, who was creative director in 2011 and Jean Paul Gaultier who held the same title in 2012. “I have this thing about icons and legends,” he saidabout the whimsical and feminine cans he designed for the brand’s 30th anniversary in Europe.

The partnership was a natural fit as Jacobs tends to gulp down two or three sodas as he prepares for his show in New York on Monday and the Louis Vuitton show in Paris on March 6th. If the adds look like this, we can’t wait to see the limited edition packaging!