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B&T > Media > News Media & Publishing > How Vogue & The Devil Wears Prada Have Rewritten The Publicity Playbook
MediaNews Media & Publishing

How Vogue & The Devil Wears Prada Have Rewritten The Publicity Playbook

Mia Rogers
Published on: 9th April 2026 at 11:31 AM
Mia Rogers
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4 Min Read
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When Miranda Priestly (Meryl Streep) shares the frame with Anna Wintour for Vogue’s May 2026 cover shoot, fashion’s most iconic fiction meets its living blueprint.

The shoot was accompanied by a short film that may just be the most elegantly understated two minutes in fashion history.

Streep arrives in full Priestly attire, ice-cold and unhurried, where she finds Wintour also waiting at the elevator. What follows is a masterclass in mutually assured composure and undeniable confidence.

“Don’t I know you from somewhere?” Streep asked.

To which Wintour replies with an array of glamourous options from the Chanel show in Paris to the Oscars to the MET Gala.

Wintour concedes that the two must’ve met prior, Streep delivers the most Miranda Priestly response imaginable: “Maybe you’ve seen my work.”

The elevator arrives, the two exit to the soundtrack of ABBA, a subtle nod to Streep’s beloved role in Mamma Mia. The videos ends as perhaps the most loaded exchange of the year: “Nice boots”. The understatement is quite literally the whole point.

With The Devil Wears Prada sequel set to be released on April 30, Streep’s return to the role of Miranda Priestly was already a well talked about moment, and the addition of this short film and vogue cover strokes the fire without ever getting near it.

The cover exploits the speculation around who Miranda Priestly and The Devil Wears Prada is based upon. The rumours have been deflected and dodged by Wintour, Streep and the film’s creator.

The ambiguity has always been the driver of longevity for the film’s popularity and now with the highly anticipated sequel well on its way both Vogue and the films production have recognised the mutually beneficial opportunity presented.

For Vogue, the move generated mass engagement on social media boasting 73,200 reposts and 10,600 comments while the short film boasted 21 million views across YouTube and Instagram in just 24 hours.

For the film, it introduces the Miranda Priestly character to a new generation and reminds everyone who was there, exactly why she matters.

The speculation that both parties spent neither confirming nor denying for years, has become the entire campaign and generated mass publicity. The genius of it, is both insist they have no idea what everyone is talking about.

Credits:

Director & Scriptwriter: Nina Ljeti
Director Of Photography: Cory Fraiman-Lott
Editor: Katie Wolford

Senior Producer: Bety Dereje
Associate Producer: Lea Donenberg
1st Assistant Camera: Shelby Lail
Gaffer: Austin Locicero
Key Grip: Brandon Roberts
Swing / Grip: James A. Kump
Audio: Rebecca O’Neill
Production Designer: Jeremy Derbyshire-Myles

Fashion Editor: Grace Coddington

Production Coordinator: Tanía Jones
Production Manager: Kristen Helmick
Line Producer: Natasha Soto-Albors

Assistant Editor: Andy Morell
Post Production Coordinator: Holly Frew
Senior Motion Graphics Editor: Samuel Fuller
Supervising Editor: Kameron Key
Post Production Supervisor: Alexa Deutsch

Executive Producer: Rahel Gebreyes
Senior Director, Video: Romy van den Broeke
Senior Director, Programming: Linda Gittleson
VP, Video Programming: Thespena Guatieri

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