How 'The Devil Wears Prada 2' Revived Runway Magazine’s Legacy with a Star-Studded Premiere

The global marketing blitz for The Devil Wears Prada 2 has reached its peak with a dazzling world premiere at New York City’s Lincoln Center. The event, held earlier this month, brought together stars Anne Hathaway, Meryl Streep, Emily Blunt, and Stanley Tucci, marking the culmination of a press tour spanning Mexico City, Tokyo, Seoul, and Shanghai. Studios increasingly leverage premieres as high-impact marketing vehicles, and this one was no exception.

In the 2006 original, Anne Hathaway’s Andrea Sachs navigates the cutthroat world of Runway, a fictional fashion magazine led by the iconic Miranda Priestly. The sequel thrusts the publication into a digital-first era, grappling with shrinking ad revenue, leadership upheavals, and the relentless fight for online attention.

The Premiere: A Runway-Worthy Spectacle

Martha Morrison, head of marketing at Disney Entertainment Studios, emphasized the symbolic choice of New York for the premiere. “It felt like a full-circle moment,” she told Fast Company. “We wanted it to feel like a celebration, but also an experience—something tactile and special.” The event, produced by 15|40 Productions, outshone the original with a red carpet that rivaled Runway’s own standards. Attendees included influencers, fashion journalists, and even Anna Wintour, alongside a slew of brand activations across beauty, fashion, tech, and hospitality.

Brand Activations That Brought Runway to Life

• L’Oréal Paris Photo Booth: Guests posed for custom Runway magazine covers.
• Zillow-Sponsored Elevator Door: A Runway-branded elevator where attendees could strut their stuff on a mini catwalk.
• Waldorf Astoria Table: Custom fashion illustrations were drawn by artists for guests.
• Interactive Runway Closet: Powered by Google Shopping AI, attendees virtually tried on clothes.

Disney and 20th Century Studios also partnered with brands like Dior, Lancôme, TRESemmé, Tweezerman, and Grey Goose for commercials and branded products. Morrison credited Lylle Breier, Disney’s global marketing partnerships lead, for assembling “a powerhouse collective of best-in-class partners and culture-defining collabs.” The result? An event that felt “special, in-world, and elegant.”

Why This Premiere Matters for Real Magazines

While legacy media faces existential challenges, The Devil Wears Prada 2’s premiere offered a masterclass in blending Hollywood spectacle with real-world marketing. The fictional Runway—once a symbol of print-era dominance—now embodies the industry’s struggles: digital disruption, plummeting ad sales, and the scramble for relevance. Yet, through this premiere, the film’s marketing team transformed those struggles into a celebration of reinvention.

As Morrison noted, the goal was to create an experience that felt both nostalgic and cutting-edge. Whether through AI-powered virtual try-ons or celebrity-studded red carpets, the premiere proved that even in an algorithm-driven world, the allure of a tactile, immersive event can still captivate audiences—and brands.