OK, it's not fashion per se -- but anything with ZERO calories is bound to develop an editorial following, even if a few lawyers are baffled. 

Of course, the Coca-Cola Company is no stranger to the quest for authenticity:

• 1942 - The only thing like Coca-Cola is Coca-Cola itself.
• 1969 - It's the real thing.
• 1985 - America's Real Choice
• 1989 - Can't beat the real thing.
• 2003 - Real
• 2005 - Make It Real.

Interesting social history lesson, no?  And what does the latest campaign say about American society in 2007?

Many thanks to Michael Li for sending the photos!