Tiffany uses Devil Wears Prada 2 to spotlight Milan flagship and Blue Book jewelry

The sequence was shot on location at the flagship in October 2025, with director David Frankel choosing the store for its architectural presence and its resonance in Milan. That matters because the city itself has become one of the sequel’s great visual arguments, a place where fashion is not background but plot machinery. Tiffany’s immersive window installation tied to the film extended that idea beyond the screen and into retail theater through the end of May, while a creator trip to Milan pushed the story further through editorial and influencer channels.

What gives the collaboration its weight is the jewelry itself. Tiffany’s Blue Book dates to 1845, when it began as a direct-mail catalog that introduced fine jewelry to American customers before evolving into the house’s annual high-jewelry showcase. In a film built on fashion nostalgia, that history adds more than pedigree. It frames Blue Book not as product, but as a language of luxury that has been refined for nearly two centuries.

The Elsa Peretti Bone Cuff carries a similar charge. Tiffany says the design was created in 1970 and inspired by Peretti’s childhood visits to a Capuchin crypt in Rome, as well as Antoni Gaudí’s Casa Milà in Barcelona. Its shape, which follows the curve of the wrist with sculptural authority, has long made it one of the house’s most recognizable signatures. For the anniversary version, Tiffany’s artisans set more than 100 pavé diamonds by hand, and reporting on the film says the piece used on screen was a platinum high-jewelry iteration with more than 100 hand-set diamonds. That is the kind of detail that can make a familiar design feel newly charged.