Here are the brands strutting The Devil Wears Prada 2 runway

Nearly two decades after The Devil Wears Prada first turned fashion into a cultural shorthand for ambition, its sequel has made a sharp, high-heeled return. The Devil Wears Prada 2 hit theatres on 1 May 2026, reuniting its original cast at a time when nostalgia is doing serious box office heavy lifting.

Early numbers suggest the appetite is very real. The film debuted at number one globally, pulling in about US$233 million over its opening weekend, with US$77 million from North America alone.

However, the real story is happening off-screen. The sequel has quickly become a marketing playground, with fashion-led playlists, character-driven menus, and even vodka-fueled runway cocktails all pulling from the same cultural playbook.

From bathroom routines reframed as red carpet prep to coffee orders reimagined as personality tests, the film has sparked a wave of brand activations that blur entertainment, commerce and nostalgia. Here are the campaigns that have officially clocked in.

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1. The Coffee Bean & Tea Leaf Malaysia

The Coffee Bean & Tea Leaf Malaysia is taking a tongue-in-cheek approach, reimagining Miranda Priestly as its mocha mint ice blended. In an Instagram post that leans into the character’s icy authority, the brand riffs on the divisiveness of mint chocolate with a familiar dose of fashion-world sarcasm.

Paired with Julie’s wafers and a caption that channels Miranda’s signature bite, the activation taps neatly into both product promotion and pop culture recall, proving that even a cult drink can get the high-fashion treatment.

2. Diet Coke 

Diet Coke is going all in on the glamour, positioning itself as the ultimate on-set accessory for The Devil Wears Prada 2. The brand has rolled out special edition slim cans alongside a bespoke ad set within Runway’s offices, blurring the line between film integration and campaign execution.

Leaning into its long-standing association with fashion and effortless cool, the collaboration frames Diet Coke as more than just a drink, it’s part of the uniform.

3. Google 

Google is keeping things slick and self-aware with a reel tied to The Devil Wears Prada 2, featuring the instantly recognisable devil-inspired heel motif. The activation riffs on a simple prompt: “Have you searched ‘the devil wears prada 2’ yet?”, before promptly correcting itself with a Miranda-esque mic drop: “That wasn’t a question”.

It’s a minimal but sharp nod to how cultural moments now begin, and spread, through search behaviour, with Google quietly inserting itself into the film’s hype cycle without breaking character.

4. Grey Goose

Grey Goose is leaning into its fashion credentials with a full-scale collaboration around the movie, blending film, fashion and cocktail culture into one polished serve. The brand has rolled out a multi-market campaign that spans limited-edition packaging, pop-ups, in-theatre activations and out-of-home placements across key cities.

At the centre is “The Devil’s roast,” a reimagined espresso martini-inspired serve crafted with Grey Goose vodka and finished with gold-dusted coffee beans, a nod to the original film’s iconic coffee obsession.

Adding star power, supermodel Heidi Klum fronts an original content piece set inside the sequel’s universe, riffing on Runway’s exacting standards while spotlighting the drink as a fashion-forward indulgence. The campaign also extends into retail with a limited-edition bottle design, reinforcing Grey Goose’s long-standing ties to fashion week circuits and luxury culture.

5. Lancôme

Lancôme is tapping directly into the beauty-meets-power narrative of The Devil Wears Prada 2, positioning itself as the film’s signature skincare presence both on and off screen. The collaboration anchors the launch of its newest innovation, Absolue Longevity MD, a dermatologist-validated skincare range built around longevity science.

Beyond product placement, Lancôme has woven the formula into the film’s universe, with the range appearing during production and integrated into character-led storytelling. A standout activation, “The Absolue impossible task,” features talent from the film in a narrative-led campaign that blends Runway-style pressure with product discovery.

The partnership also extends into editorial and retail touchpoints, including a Vogue-led feature starring Pauline Chalamet and global ambassador Isabella Rossellini. Together, it positions Lancôme not just as a beauty brand riding the moment, but as part of the film’s wider language of ambition, influence and endurance.

6. Samsung

Samsung Electronics is fusing fashion fantasy with everyday utility in its global campaign for The Devil Wears Prada 2, fronting the activation with its Galaxy S26 Ultra and a storyline built around AI-powered “Circle to Search.”

The hero spot, led by actress Helen J. Shen in character, leans into Runway-level urgency as a fashion emergency unfolds on set, with the device used to identify and source looks in real time, neatly tying product capability to the franchise’s high-pressure aesthetic.

Beyond the screen, Samsung extended the campaign to the film’s New York premiere with a first-of-its-kind “Runway cam #withGalaxy,” capturing red carpet moments through a social-first lens. Celebrities and influencers including Simone Ashley, Justin Theroux and Heidi Klum activated the feature on-site, positioning the device as both a creative tool and cultural accessory.

7. Spotify

Spotify is leaning into character-driven nostalgia with a playlist activation tied to The Devil Wears Prada 2, pairing iconic tracks with personalities from the Runway universe.

The Instagram post taps into a “POV: you walk into Runway” framing, asking users to pick their personality before revealing the official film playlist on Spotify. It’s a simple but effective extension of the film’s cultural pull, translating character archetypes into listening habits, and giving fans a way to soundtrack their own inner Miranda Priestly moment.

8. Starbucks

Starbucks is serving up a character-led collaboration with film, turning its menu into a Runway-inspired personality test. The brand has rolled out four secret menu customisations in its app, each tied to an iconic character from the franchise.

From Miranda’s strict “no foam, extra shot, extra hot” latte to Andy’s oatmilk cappuccino and Nigel’s bold doppio, the drinks mirror the personalities that defined the original film’s cultural footprint. Emily’s iced chai rounds out the lineup with a slightly more indulgent twist.

Beyond the menu, the collaboration extends to in-store and experiential touchpoints, including a themed activation at the Starbucks Reserve location in New York’s Empire State Building featuring limited-edition Runway magazines. It’s a full-circle moment that blends coffee runs, character lore and cinematic nostalgia into one order.

9. TRESemmé

TRESemmé is stepping firmly into Runway territory with its “Get your hair on the A-list” campaign, positioning itself as the official hair partner of The Devil Wears Prada 2. The collaboration reframes red-carpet hair as something accessible, turning bathroom routines into runway moments with pro-grade styling and cinematic polish. At the centre of the activation is the A-List collection, with special-edition products inspired by the film’s characters. Each product leans into the franchise’s iconic dialogue and aesthetic shorthand.

The campaign is fronted by Paige DeSorbo as “Chief A-list officer,” alongside stylist Christian Siriano, blending fashion credibility with pop culture energy. It also extends into high-visibility moments, including Oscar-night integrations and a hair couture dress reveal, reinforcing TRESemmé’s push to make A-list beauty status feel less exclusive, more everyday achievable.

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