The highly anticipated Devil Wears Prada sequel has marked an undeniable escalation in how films are now built with brand partnerships in mind.
While the original 2006 film famously blurred the line between high fashion access and satire, the sequel operates within a more commercial ecosystem.
Instead of isolated product placement, the film has attracted a network of commercial partnerships spanning beauty, food, lifestyle and fashion. Most notably, L’Oreal Paris signed on as the film’s official beauty partner, including a campaign with Kendall Jenner. TRESemmé, has positioned itself as the film’s ‘signature hair brand’ and will be releasing a special-edition haircare line tied to the release.
The scale of partnerships signals a major shift towards brands having active input in constructing a project’s aesthetic and commercial universe. With this model, films are no longer a narrative product with marketing support. Instead, they’re more akin to a multi-platform brand activation.
It reflects a growing marketing strategy where entertainment becomes a launchpad for products, blurring the line between cinema and commerce while amplifying cultural impact for both industries.
Tracksuit head of partnerships, Tahlia Hickey said: “To put it lightly, The Devil Wears Prada 2’s marketing team have been flexing their muscles in the lead up to the film’s May premiere. It’s no secret that the original has become a cult classic over the past two decades, and they’re harnessing that obsession perfectly – using nostalgic imagery to build hype amongst fans.
“For brands wanting to learn something from this marketing masterstroke, the takeaway is simple. Dig into your archives, and find what Easter eggs make your brand distinctively yours. When done effectively, those Easter eggs can be resurfaced to make consumers progress from thinking “I remember that” to “I need this right now”.” Hickey added.
L’Oréal Paris
L’Oréal Paris debuted a spot featuring global ambassadors Kendall Jenner and Simone Ashley during the 98th Annual Academy Awards. The ad offered a stylish nod to the world of Runway Magazine.
Created by Maximum Effort, the spot unfolded in the world of The Devil Wears Prada 2, bringing the Runway Magazine offices to life with razor-sharp style and cinematic polish.
It centred on an unexpected mix-up where Kendall Jenner was mistaken as a candidate for Miranda Priestly’s new assistant. It also introduced one of Miranda’s latest assistants, Amari, portrayed in The Devil Wears Prada 2 by Simone Ashley.
L’Oreal Paris US brand president, Laura Branik, said: “Teaming up with ‘The Devil Wears Prada 2’ lets us show up in a moment that defines beauty and pop culture, and at a scale that matches the legacy of the film. Launching this collaboration on Oscars night, with a spot that pays homage to the story and brings together our global ambassadors Kendall Jenner and Simone Ashley, is a meaningful way to reinforce what L’Oréal Paris stands for: celebrating women who set the standard, on screen and in real life.”
MECCA MAX
Mecca’s ‘Runway Red’ lip duo collaboration for the Devil Wears Prada 2 is a clear example of how brands are leaning into pop cultural moments to drive relevance.
By aligning its lip product with arguably the most anticipated fashion sequel, Mecca has not just launched makeup but embedded itself into the film’s cultural narrative.
Mecca has complimented with product launch with an in-store actviation in its Highpoint Shopping Centre location in Victoria. They have invited customers in store to receive complementary red lip application and strike a pose beside the iconic red heel.
MECCA-Maginations, general manager, Alexandra Bokeyar, said: “Collaborating with The Walt Disney Company and 20th Century Studios on the Runway Red limited-edition set felt like a natural fit. The Devil Wears Prada 2 is a true cultural moment, bringing together fashion, beauty and confidence in a way we knew would really resonate with our customers.
“With the Runway Red lip duo, we wanted to create something they could really own a piece of, and campaign that embodied the jolt of bold confidence and self-empowerment that comes with wearing the perfect red lip.
“Bespoke packaging that connects them to the film, a bold statement lip in a limited edition keepsake case. Fashion, beauty, culture and confidence all in one. It just felt right.” Alexandra Bokeyar added.
TRESemmé
TRESemmé launched the ‘Get Your Hair on the A-List,’ campaign in collaboration with 20th Century Studios’ The Devil Wears Prada 2. It also marked the announcement of TRESemmé as the signature hair brand of the film.
The hero film is a 30 second spot featuring brand ambassador Paige DeSorbo. She’s prepped with TRESemmé products to prime her for the runway. She then delivered an unapologetic “That’s all.”.
To celebrate the film’s release, the brand launched three special-edition, The Devil Wears Prada 2-inspired products as part of the campaign. The bundle included three products: the “That’s All” Dry Texturizing Spray, “Runway Ready” Lacquer Shine Spray, and “Groundbreaking” Workable Hairspray.
