"Where are the advertisers?"
For The Devil Wears Prada 2, nobody had to ask.
It's been almost two decades since Miranda Priestly used a lumpy blue sweater to explain, with devastating patience, how the fashion industry's decisions quietly filter down into everyone's wardrobe, whether they know it or not. The cerulean scene is one of cinema's more elegant arguments that made the sequel not just a film event but a furious partnership vehicle.
The original was never shy about this. It's reported $1 million wardrobe budget came with placements from Chanel, Valentino, and a bevvy of luxury brands, which was, after all, the point. What is different about the sequel is the company that luxury now keeps. Samsung, Starbucks, Google, and Diet Coke have grabbed a front row seat at culture. That says something about both the franchise's expanded reach and the moment we are in, where tentpole IP is one of the few guaranteed entry points into a fragmented consumer landscape. What follows is how they brought marketing to life and which ones are worth Miranda's time.
Take a read.
Tresemmé India acts out hair drama in Bollywood style
Tresemmé India reimagined the film’s iconic office tension with a cultural twist. Veteran legendary actor Zeenat Aman stepped into a Miranda-esque role, while influencer Apoorva 'Rebel Kid' Mukhija played her assistant. Partnering with Firecracker Production and Team Reactivate, the short film series recreated Miranda’s razor-sharp dialogue but with Tresemmé products as the ultimate solution to everyday hair woes. Think: Hydra Matrix masks and leave-in conditioners saving the day when humidity strikes.
Starbucks pours out a secret menu
Starbucks brewed up a secret menu inspired by The Devil Wears Prada 2 characters. The brand introduced a curated lineup of four drinks, each mapped to a character from the film and designed to function as a personality statement as much as a coffee order.
In China, the partnership went further with limited-edition merchandise of tumblers, mugs, phone charms, and tote bags featuring Runway magazine motifs. These are available for purchase and collection alongside the drinks menu.
Pacific Place, Hong Kong: The mall as movie set
Hong Kong’s Pacific Place transformed into a Prada-inspired playground. Visitors are immersed in a faux NYC subway corner, an iconic life-size red heels installation and a wall of Runway magazine on display. The highlight? A Runway lift photo booth, where guests could strike their own cover-worthy pose and walk away with a personalised magazine cover. The work is led by Pacific Place’s marketing team with Disney/20th Century Studios.
Samsung x Google on a fashion set
Samsung and Google fused fashion with tech in a slick video campaign starring Helen J. Shen as “Jin,” who used the Circle to Search feature on the new Galaxy S26 Ultra to keep up with Miranda’s impossible demands. At the New York world premiere, Samsung debuted the Runway Cam #withGalaxy, capturing red-carpet looks with the S26 Ultra, proving that the phone’s camera was just as runway-ready as the couture gowns.
That’s all. And in Miranda Priestly style, "You can go."
The film opens in theatres on May 1.
Source: Campaign Asia-Pacific
