The 'Devil Wears Prada' sequel shows how satire can turn into a sales pitch

The sequel reunites Anne Hathaway and Meryl Streep and is being promoted closely with Vogue through covers, events and branded merchandise.

The new 'Devil Wears Prada' sequel is arriving amid an extensive, brand-driven publicity effort that closely involves Vogue and Anna Wintour. The film brings back Anne Hathaway and Meryl Streep, alongside Emily Blunt and Stanley Tucci, and reunites the original writer Aline Brosh McKenna and director David Frankel. Promotion includes a joint Vogue cover, special screenings and a global press tour that began in Mexico City in late March. The article places this rollout against broader changes in magazine publishing and recent cutbacks at Condé Nast. Notable details: - The film reunites Anne Hathaway and Meryl Streep, with Emily Blunt and Stanley Tucci, and uses the same writer and director as the 2006 movie. - The original 2006 movie grossed more than $326.5 million worldwide. - Vogue and the film have a close promotional partnership, including a joint cover and a promotional video that has been viewed over 24 million times. - Vogue has hosted special screenings; Anna Wintour presented at the Oscars; Vogue's head of editorial content, Chloe Malle, has taken part in promotion. - The press tour began in Mexico City in late March and has included appearances in Tokyo, Seoul and Shanghai. - Retail tie-ins include collaborations at Walmart, Target, Old Navy and Amazon, and a $26 Tweezerman tweezer sold with movie branding. Summary: The film is set to premiere on May 2 and its campaign is closely aligned with Vogue, blurring the line between satirical critique and promotion. With magazines reducing frequency and Condé Nast cutting titles, the sequel's partnership with the fashion industry highlights how the cultural object once mocked can become part of the commercial ecosystem.