Who better to be associated with the faceless mass-market brand than the international front-row fashion celebrity?
For Coke, Field's personality and lifestyle are less important than the associations she has with high fashion, New York glamour and, crucially, Sex and the City. This is what Coca-Cola is buying into to seduce its health- and look-conscious female clientele; by choosing her to design young, hip-looking bottles, it is setting itself up to bask in the reflected glow of four female fashion icons: open-minded Carrie, sweet Charlotte, smart Miranda and sexy Samantha.
Patricia's styling of the Sex and the City movie provides a hint as to why the Coke proposition was just as appealing to her as to the drinks brand. It seems that she is going commercial, and Diet Coke is the perfect partner to achieve this. The outcome of this glamorous, profitable marriage is just as fabulously chic as you would expect: four trendy bottles that not only match women's shoes, but also their lifestyles.
Design: Patricia Field.