New Delhi: Meryl Streep and Anne Hathaway-starrer The Devil Wears Prada 2 has garnered significant hype ahead of its release on 1 May. The film has been dominating Instagram feeds, and it’s clear this momentum is the result of a well-planned strategy. For a sequel arriving after two decades, the campaign goes beyond just hanging on to the nostalgia surrounding the first film with luxury fashion moments and routine press interviews.
Behind-the-scenes moments from New York quickly became conversation starters last year. Clips of Hathaway stumbling on set, then effortlessly recovering and walking on the streets, went viral.
The buzz continued with collaborations involving major fashion houses like Gabriela Hearst, Chanel, and Jean Paul Gaultier, among others, featuring in the film on the luxury fashion world. Streep’s nod to the iconic “blue sweater” during an appearance on The Stephen Colbert Show and an oversized red heel installation in Chicago further added to the lore and excitement surrounding the much-awaited return to “Runway”. To connect with Indian audiences, the team also arranged an interview with Bollywood’s very own Miranda Priestly, aka Karan Johar.
Together, these efforts positioned The Devil Wears Prada 2 as an iconic moment in pop culture.
‘Miranda meets Miranda’
One of the most talked-about moments came during the September 2025 Milan Fashion Week, when Streep and Stanley Tucci made a surprise appearance at Dolce & Gabbana’s show, not as themselves, but in character as Miranda Priestly and Nigel Kipling. Preistly sat across the runway from her real-life inspiration and former Editor-in-Chief of Vogue Anna Wintour, on whom the iconic character is reportedly based.
But it is perhaps Vogue’s May 2026 issue that topped the cake, with both Streep and Wintour on the cover. No one saw it coming, and so, when it finally happened, it took the internet by storm. The “Seeing Double” cover was a moment that will be remembered in the fashion world for years to come.
Indian fans, too, had their own little ‘Miranda meets Miranda’ moment when filmmaker Johar met Streep and Hathaway. From Streep complimenting Johar’s shoes to the filmmaker admitting that he often channels Miranda Priestly in his boardrooms, the interaction was talk of the town. With Streep and Johar even having the same phone case.
Another clever crossover at the Academy Awards in March furthered the buzz around the film. As a presenter, Hathaway appeared to channel Andy Sachs, slightly anxious and seeking approval, alongside the ever-composed and poised Wintour. In an exchange, Hathaway looked to Wintour for validation, only to be met with cool indifference and a dismissive misnaming as “Emily”, the overworked assistant played by Emily Blunt in the franchise. The moment quickly became meme gold.
Also Read: Karan Johar has watched Devil Wears Prada 200 times, he told Meryl Streep
Popcorn Birkins and pitchforked-heels
Brand collaborations have further extended the film’s universe. Model Kendall Jenner appeared in an L’Oréal campaign staged as a high-stakes meeting with Preistly, featuring Simone Ashley, who stars in the upcoming film as well. The execution blurred the line between advertisement and storytelling, making it feel like a natural extension of the film. Similarly, Coca-Cola reimagined its Diet Coke packaging with a fashion-forward aesthetic inspired by the movie.
Cinemark also introduced a custom popcorn handbag, designed with a structured handle and built-in compartment for snacks. Though it is not available officially, it has already generated buzz and reportedly surfaced on resale platforms.
Off-screen, the promotional tour has been equally impactful. Stops in Mexico City, Tokyo, and Shanghai have delivered standout fashion moments, with Streep and Hathaway embracing high-fashion looks.
The promotional sets, often featuring the film’s signature red stiletto with a devil’s pitchfork heel, added a theatrical flair to the promotions.
(Edited by Insha Jalil Waziri)