How 'The Devil Wears Prada 2' is everywhere, from soft drinks to makeup

The highly anticipated sequel to The Devil Wears Prada will premiere on May 1, 2026, with projections of earning $66 million in its opening weekend.

This expected success is partly due to the more than a dozen strategic partnerships that Disney has secured with major brands, including Lancôme, L’Oréal Paris, and Starbucks, to develop creative marketing campaigns aligned with the film’s theme.

The Devil Drinks from Starbucks

Unlike the first installment, where brands appeared as incidental elements, the sequel is intended for a much more focused and organized collaboration. The campaigns have been uniquely designed for each partner, avoiding the use of movie material and prioritizing immersive experiences and exclusive content.

For example, brands like L’Oréal and Diet Coke are organizing activations in New York, with pop-ups and limited edition products to promote the film.

In an effort to leverage the enduring popularity of the first film—which has maintained its relevance for 20 years—Disney has created a series of partnerships that are both relevant and innovative. Lylle Breier, executive vice president of Disney, emphasized that careful work has been done to build the best marketing collaboration program ever launched, always seeking a sophisticated execution that resonates with the audience.

The campaigns include interactive activations and unique events, such as the effort by Google and Samsung to integrate innovative technology into their promotions.

The collaborations have been structured as if they were a fashion collection, ensuring that each piece is different but feels cohesive within the world of The Devil Wears Prada 2. This suggests that the film will not only be presented as entertainment but as a cultural experience that allows consumers to connect more deeply with the content.