The wait is almost over — “The Devil Wears Prada 2” is scheduled to premiere in theaters on May 1, with original castmembers Anne Hathaway, Meryl Streep, Stanley Tucci and Emily Blunt all set to reprise their roles as employees of Runway Magazine, the fictional fashion giant helmed by the formidable Miranda Priestly, played by Streep.
With just weeks to go, beauty brands are generating even more buzz with product partnerships and celebrity-backed campaigns that nod to major motifs in the movie — picture nail files with red devil heels and Prada Spazzolato bags.
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Here, WWD takes a look at all the themed collaborations, from Tweezerman’s limited-edition collection to TRESemmé’s “Get Your Hair on the A-List” campaign.
Tweezerman
Ahead of the premiere, Tweezerman is launching a limited-edition, five-piece toolkit with “The Devil Wears Prada 2” iconography. Available on Amazon starting April 2 and tweezerman.com starting April 6, the collection features the Classic Slant Tweezer, Mini Slant Tweezer, Classic Lash Curler, three Professional Nail Files and the Combo Clipper Set. All items feature the movie title and tiny illustrations of heels, purses, makeup brushes, sunglasses, coffee cups, lipsticks and the New York City skyline. Prices range from $8 to $26.
L’Oréal Paris
L’Oréal Paris hard-launched its partnership with the 20th Century Studios film during the 98th annual Oscars, debuting a 50-second ad, created by Maximum Effort, starring global brand ambassadors Kendall Jenner and Simone Ashley. Set inside the offices of Runway, the video sees Jenner mistaken as a candidate for Miranda Priestly’s new assistant before Amari, Ashley’s character in the upcoming sequel, enters and corrects the mix-up. Since the video debuted, L’Oréal Paris has continued to post promotional content for the film with the tagline, “You’re Worth It. That’s All.”
TRESemmé
As the film’s official hair brand, TRESemmé is releasing a special-edition product bundle including a “Groundbreaking” Dry Texture Spray, a “Runway Ready” Lacquer Shine Spray and a “That’s All” Workable Hairspray. Available on April 1, each product playfully nods to viral lines from the original movie, two of which belong to Priestly.
On top of the three-item collection, TRESemmé debuted a new “Get Your Hair on the A-list” campaign, in which brand ambassador Paige DeSorbo and New York-based fashion designer Christian Siriano put their own spin on the legendary belt scene from the first film.
Grey Goose
In partnership with 20th Century Studios, Grey Goose drafted five cocktails inspired by the original movie. Each boozy drink — The Devil’s Roast (an espresso martini), The Scarlet Step (an aperitif), The Cerulean Goose (a citrus cocktail), the That’s All Martini (a dry martini) and the Groundbreaking Spring Spritz (a warm-weather aperitif) — is made with one to two-and-a-half ounces of vodka.
Diet Coke and Smartwater
Together, under parent company Coca-Cola, Diet Coke and Smartwater are teaming up with 20th Century Studios to debut limited-edition cans and bottles alongside social media activations. The Diet Coke campaign, specifically, centers around the slogan, “A Diet Coke Please. That’s All.”
While no further details have been revealed at this time, Lylle Breier, executive vice president of partnerships, promotions, synergy and events at Disney, said, “In ‘The Devil Wears Prada 2,’ taste is everything.
“We are delighted to extend our long-standing relationship with Coca‑Cola with this epic Diet Coke and Smartwater collaboration in a way that feels classic and authentic — two iconic brands that embody the kind of style and confidence our audience — and Miranda Priestly herself — expects,” she continued in the official press release.
