Beverage industry champion Coca-Cola has set out a three-year strategy for its Diet Coke brand that focuses on all things “fashionista” — pushing out the brand’s internal messaging of “a lighter approach to fashion,” according to brandchannel.

Last month, I posted a quote from Karl Lagerfeld, who said “Fashion is the healthiest motivation for losing weight.” Lagerfeld lost 90 lbs pounds (which I later learned was by consuming only stewed vegetables and Diet Coke, apparently), and well, now, he’s flaunting that diet for Coke.

Errr… to clarify, his trim physique is set to be featured on a series of limited edition Diet Coke bottles to be released this summer.

Lagerfeld said: “It’s exciting for me because I love the idea and, as everybody knows, I drink Diet Coke and nothing else, night and day. It was pure pleasure to do a campaign with people I like and for a product I love.”

Zoe Howorth, market activation director for Coca-Cola UK, said the goal is for “Diet Coke to be seen as a brand for ‘demanding fashionistas.'”

What do you think - have you then and/or do you now see Diet Coke as a fashionable brand?