Luxury brands unveil exclusive Devil Wears Prada 2 fashion and beauty tie-ins

The Devil Wears Prada 2 has become a full-blown luxury gifting moment, with brands treating the sequel less like a movie release than a collector event. As the film reached theaters May 1, labels moved quickly with limited-edition fashion capsules and beauty tie-ins that trade on the franchise’s rare mix of nostalgia, status and broad cultural recognition.

L’Oréal Paris took the beauty lane with a collaboration tied to 20th Century Studios’ sequel and a custom spot set to run during the 98th Academy Awards, fronted by Kendall Jenner and Simone Ashley. That pairing matters: Jenner brings instant fashion-world visibility, while Ashley gives the campaign a sharper style credential. It is a smart move for a franchise built on the fantasy of getting chosen, especially as the new story reportedly centers on Miranda Priestly’s search for an assistant and feeds into the film’s official debut.

The most giftable fashion entry may be Disney and RE/DONE’s special-edition capsule, which launched April 21 at 10 a.m. ET. The collection is tight, not sprawling: three graphic T-shirts priced at $160 each, cut in RE/DONE’s signature tee bodies and made from heritage recycled cotton jersey. That price puts the shirts firmly in premium souvenir territory, which is exactly why they work as gifts. They are more specific than a generic logo tee and more attainable than a designer runway piece, the kind of thing a fan of the original film would actually wear, rather than stash away.

Lulus went broader with an exclusive 14-piece capsule inspired by the film’s Runway Magazine energy. The brand calls it event-ready and red carpet-worthy, and that positioning makes sense for the audience this franchise attracts: people who want a fashion reference that reads instantly, not a subtle nod. Dresses designed for special occasions, and even for seeing the film in theaters, give the line a built-in use case that a basic movie tie-in usually lacks.

The timing helps explain why these launches feel bigger than standard merchandise. The original film arrived in 2006, so this sequel comes more than two decades later with Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci back in the mix, plus Lady Gaga joining the cast. With the world premiere taking place April 20 and early reactions calling the movie charming and likely to be a massive hit, brands have reason to treat this franchise as a fashion collector market in its own right.