Tiffany’s Milan Flagship and Blue Book Jewelry Star in The Devil Wears Prada 2

Tiffany & Co. did more than place jewelry in The Devil Wears Prada 2. It turned its Milan flagship into part of the movie’s fashion logic, using the film’s global reach to make a Blue Book high jewelry necklace, Elsa Peretti Bone Cuffs and T by Tiffany sunglasses feel like pieces with a life beyond the screen.

The sequel premiered in theaters globally on May 1, 2026, and Tiffany collaborated with 20th Century Studios on a key scene shot on location in October 2025 inside its Via Montenapoleone flagship in Milan. Director David Frankel chose the store for its architectural presence and cultural resonance, a smart match for a story built on status, taste and the visual codes of luxury. Tiffany’s Milan address, set in Palazzo Taverna, opened in 2025 and is the house’s largest retail store in Europe, a 12,900-square-foot outpost that now doubles as a cinematic backdrop.

The jewel that anchors the film is a Blue Book high jewelry necklace in platinum set with an emerald-cut aquamarine of more than 31 carats and over 58 total carats of diamonds. Tiffany says the design includes eight princess-cut diamonds and 328 baguette diamonds, numbers that matter because they signal this is not decorative costume jewelry but a serious high jewelry statement built for light, scale and camera movement. In a film about power dressing and conspicuous polish, the necklace reads as a shorthand for old-school wealth with a contemporary fashion edge.

The screen impact does not stop at the credits. Tiffany installed an immersive window display at the Milan flagship through the end of May 2026 featuring the same necklace worn in the film, extending the movie tie-in into a shopping street moment on Via Montenapoleone. The collaboration also includes a global social campaign inspired by the film’s famous cerulean monologue and a curated creator trip to Milan, a reminder that today’s luxury launch is never just about product. It is about building the image economy around the product.

That is where the style halo effect becomes the real story. A placement like this can push readers toward blue-box gifting, toward aquamarine as the new boardroom gemstone, or toward the sharp, sculptural look of Bone Cuffs that read as polished office glamour rather than overt red-carpet excess. Tiffany has long understood cinema’s power, from Breakfast at Tiffany’s onward, and The Devil Wears Prada 2 shows how a single film can still tilt what feels desirable, wearable and worth wanting.