The Devil Wears Prada 2: Fashion, Fame, and a Bigger Runway
Two decades ago I went with
my daughter to see “The Devil Wears Prada”. Its themes of ambition and identity resonated strongly with female audiences making it a favourite for shared cinema outings between mothers and daughters like us. Produced for a relatively modest budget of around $35 million it was not expected to be a great money spinner. However, it became a runaway success, grossing over $300 million worldwide thanks to the wit of a well written screen play and standout cast performances. Now the highly anticipated sequel is making what began as a sharply written comedy-drama a major, global brand.
The original film was produced by Wendy Finerman in collaboration with Fox 2000 Pictures,The Devil Wears Prada 2 has been made by the Walt Disney Corporation with a budget many times over that of the original. Much of this is due to rising actor salaries, and increased production costs but mostly it’s because the sequel needs to meet modern audience expectations and deliver a product that will be a bankable dead cert.The success of The Devil Wears Prada in 2006 was driven by traditional marketing and word-of-mouth recommendations, 20 years on with the influence of streaming platforms like Tik Tok and Instagram the sequel is already being marketed as a major entertainment event. Its trailer reportedly amassed over 181 million views in just 24 hours.
Big brands are also getting on board. Not just with product placement but with pre release collaborations such as Coca Cola with its Devil Wears Prada 2 Diet Coke tin and a rather fun advert from Starbucks. Featuring Adrian Grenier, the “It’s All Good Energy” advert playfully acknowledges what happens when you’re not invited back for the most anticipated film sequel of the year.
However, fans will be happy
to see that many of the original cast do return. Meryl Streep as the formidable Miranda Priestly, Anne Hathaway as ambitious journalist Andy Sachs, Emily Blunt the ever-sharp Emily Charlton and Stanley Tucci as beloved fashion editor Nigel. Joining them for DWP2 are: Kenneth Branagh, Justin Theroux, Lucy Liu, Simone Ashley, and Lady Gaga.
Also, Aline Brosh McKenna, who penned the original screenplay, returns for the sequel. Her involvement ensures continuity in tone and storytelling, helping the new film stay true to its roots. These roots being the adaptation of the first film from Lauren Weisberger’s bestselling novel and now its sequel drawing inspiration from her follow-up book Revenge Wears Prada
If the original film was a love letter to the fashion world, the sequel promises to be a full couture showcase. The late lamented designer Valentino played a prominent role in the original film and now with the sequel there are more iconic fashion houses including Balenciaga, Dior, Chanel, Saint Laurent, Fendi and Tom Ford.This heightened focus on fashion not only enhances the film’s visual appeal it also aligns with the modern marketing strategy, where brand collaborations and designer partnerships play a major role in promotion.
At the same time, the
sequel reflects evolving conversations around women in the workplace. Remember how Anna Wintour played down the similarities between herself and Miranda Priestly? The character being seen as unsympathetic and “a bit of a bitch” to her employees. Now is a successful, powerful woman that Anna is happy to be associated with – even sharing the Front Cover of Vogue with Meryl Streep to further promote the film.
What was once an organic trend has now become a recognized and strategically leveraged phenomenon. The Devil Wears Prada 2 isn’t just revisiting a beloved story; it’s redefining how films connect with audiences in a digital, multi-generational world.With a larger budget, a star-studded cast, and a renewed cultural relevance, the sequel is ready to step back onto the runway—and this time, the spotlight is even brighter.