The Devil Wears Prada 2: 11 Stylish Brand Collabs to Know
It has finally arrived – in style. May 1st marks the global release date of ‘The Devil Wears Prada 2’, a much-anticipated moment for fans and fashionistas 20 years on from the original movie.
For many around the world, the film will mean a nostalgia-filled trip to the cinema, perhaps even a chance to serve a look at your local cineplex or tres chic indie theatre. With plenty of the original cast returning – Meryl Streep, Anne Hathaway, Stanley Tucci and Emily Blunt included – it’s expected to prove popular with returning fans, who contributed to the original’s commercial success, which grossed over $326 million worldwide back in 2006.
However, what has also returned – with a makeover shaped by two decades of media and marketing evolution – is the franchise’s connection with brands.
Of course, as with many modern films, the catwalks and closets of ‘The Devil Wears Prada 2’ will have their fair share of product placement – from fashion houses to cosmetic companies and more. But as the excitement for the sequel has built, a whole catalogue of marketers released fully fledged, co-branded campaigns and activations to promote the movie and all manner of other products – across TV, social, in-person experiences, and more.
While names like Walmart, Target, Old Navy, Fisher Price, Mad Beauty and Nestlé all launched either apparel capsules tied to the film’s release, or limited-edition products and packaging, many brands found expansive ways to embody the films and their stylish ambience in larger campaigns throughout the movie’s press cycle – from the Oscars until now.
We’ve collected some statement pieces that stood out from these partnerships, and shared them below.
Diet Coke’s ‘Canny Pack’ Is Fashion Faux Pas Turned ‘Devil Wears Prada’ Star
Created by WPP Open X and led by Ogilvy, the Coca-Cola brand’s partnership with the upcoming sequel involves limited edition can designs, exclusive merch and giveaways, as well as a cinematic spot directed by JJ Adler via Ruckus Films. Not to mention a bespoke fanny pack activation on the red carpet – attributed to one of the film’s in-universe designers, James Holt.
Helen J. Shen Solves Style Emergency in Samsung Spot
Samsung teamed with creative agencies Cheil Worldwide and Barbarian to launch a campaign for the Galaxy S26 Ultra, featuring star of the movie, Helen J. Shen. The hero film, directed by Steven Weinzier and produced by Versus NYC, introduces the actor’s character, Jin, showing how she uses her phone’s ‘Circle to Search’ feature to satisfy the famously fastidious Runway boss, Miranda Priestly.
As well as a series of national TV spots, the campaign involved a red carpet activation at the film’s world premiere, turning the S26 Ultra’s pro-grade camera into a ‘runway cam’. It captured slow-mo footage of stars on the carpet, including Simone Ashley, Justin Theroux, Lucy Liu, Heidi Klum, Paige DeSorbo, Hannah Berner, and Winnie Harlow.
The campaign has also involved social content from influencer and S26 Ultra user, Haley Kalil.
smartwater Challenges Fans to Spot Cerulean
Created by WPP Open X, with support from Barbarian, Ifthen, Publicis, VML and Zeno, this campaign reimagined one the original film’s most memorable moments, turning the scathing ‘cerulean monologue’ into an interactive branded experience.
Not only did smartwater release a special edition version of its bottles – turning the brand’s usual shade of blue into not lapis, not turquoise, but cerulean – the company also launched a digital ‘spot the difference’ challenge that invites fans to prove they have a discerning eye for detail, and earn a chance to win exclusive merch.
Stanley Tucci and Simone Ashley Use Google Try-On Tech
Created for Instagram, this Google Shopping campaign leads with a social film starring Simone Ashley and Stanley Tucci in their ‘Devi Wears Prada’ roles, Amari and Nigel. In a duel of witty barbs and tongue-in-cheek humour, the pair explore the closet of the movie’s fictional magazine Runway, trying to find the ideal dress for a gala.
Nigel uses Google’s ‘Try On in Search’ tool to experiment with various styles, before finally landing on a satisfactory statement piece which Amari can already see herself in, literally.
The campaign also involved an experiential activation at the world premiere of ‘The Devil Wears Prada 2’, which realised the Runway closet as an interactive red carpet experience. In the installation, guests were paired with ‘office staff’ and could explore a rotating wardrobe of outfits with previews via Google Try On.
Starbucks Owns the All-Important Coffee Run
Starbucks became part of ‘The Devil Wears Prada’ universe back in 2006, when Miranda Priestly made her extremely particular coffee order. Now the drinks chain is evolving this connection around the sequel, and truly owning the coffee runs that keep the Runway Magazine team going.
The brand launched a ‘secret menu’ with drinks named after the characters, and even sent real-life interns and celebrity assistants to iconic NYC hotspots in custom ‘coffee run’ coats lined with dozens of Starbucks cups to surprise fans.
Starbucks also aligned more deeply with the franchise by sponsoring the ‘The Devil Wears Prada’ musical, and created a viral social video with Adrien Grenier explaining why his character Nate wouldn’t be in the sequel.
Mercedes-Benz Makes a Priestly-Perfect Entrance
The original film featured the Mercedes S-Class – now the sequel stars a whole line-up of Mercedes-Benz vehicles, including the Maybach S-Class. What better way for Miranda Priestly to arrive on the red carpet? The campaign’s hero film shows exactly that.
Focusing on the ‘Art of the Arrival’, the car brand is rolling out several activations based on scenes from the film, ranging from video content to visuals for print and digital platforms, as well as behind-the-scenes footage and market-specific experiential events, taking place throughout May and June.
“If It's Not Heels, It's Havaianas,” says Flip-Flop Brand
Havaianas has launched a global campaign for its new Puffed line, inspired by the world of ‘The Devil Wears Prada 2’. Created by agency ASIA Publicidade, the work expands the brand’s presence in the fashion universe by positioning the Puffed line within the world of haute couture.
The work includes an exclusive magazine-style photoshoot with models like Isabeli Fontana and Fina, and a film for socials that puts the Puffed line directly on the catwalk.
TRESemmé Debuts Red-Carpet-Ready Oscars Campaign
Released during the Oscars, TRESemmé and creative agency Gravity Road showed audiences how to ‘Get Your Hair on the A-List’ in a spot directed by Max Bartick via Caviar, starring brand ambassador and New York Times bestselling author Paige DeSorbo.
As the signature hair brand of ‘The Devil Wears Prada 2’, TRESemmé also released three special-edition film-inspired products: ‘Groundbreaking’ Dry Texture Spray, ‘Runway Ready’ Lacquer Shine Spray, and ‘That's All’ Workable Hairspray.
Kendall Jenner Steps Into the World of ‘The Devil Wears Prada’ with L’Oréal
Created by Ryan Reynolds-founded agency, Maximum Effort, this campaign places viewers in the cut-throat, fast-paced world of Runway Magazine, starring L’Oréal global brand ambassadors Kendall Jenner and Simone Ashley. Launched during the Oscars, the collaboration sparked a larger campaign that will include a series of creative activations from May 1st onward.
Pauline Chalamet and Caleb Hearon Take on an Impossible Task for Lancôme
The L’Oreal-owned brand Lancôme is the signature skin care brand of the upcoming sequel and has launched its collaborative campaign with a film starring actor Pauline Chalamet, and comedian Caleb Hearon.
Reprising their upcoming roles in the film, they take on Runway editor-in-chief Miranda Priestly’s ‘impossible task’ to acquire an unreleased skin care line – the Absolue Longevity MD range – which Lancôme is launching on May 1st. The products were also provided during the film’s production, and feature in the movie.
Pauline Chalamet Uses Zillow to Find Miranda Priestly a New Skyline
Zillow and Disney Partnerships Creative teamed up with Gravy Films and director Kendall Goldberg to launch a spot set inside the film’s Runway offices, where a trio of editors scramble to find Miranda Priestly a new apartment. As they race to deliver against her exacting standards, they turn to Zillow Rentals to filter for highly specific criteria.
Heidi Klum Helps Pour Grey Goose Into ‘The Devil Wears Prada 2’ Universe
The Bacardi-owned vodka brand has rolled out a global campaign spanning original content, pop-up experiences, speciality cocktails, in-theatre activations, and limited-edition packaging. Heidi Klum fronts the campaign in a spot created with BBH USA and set within the world of the new film. At the centre of the work is ‘The Devil’s Roast’, an espresso martini riff that reimagines Miranda’s famously exact coffee order through a Grey Goose lens.
Lady Gaga and Doechii Release Fashion Anthem for ‘The Devil Wears Prada 2’
Ahead of the film’s release, Lady Gaga and Doechii have unveiled ‘Runway’, a high-energy music video blending couture, club culture and choreography for the official song of ‘The Devil Wears Prada 2’. The promo was produced by Merman and directed by acclaimed choreographer-turned-director Parris Goebel.
