Before ‘The Devil Wears Prada 2’ drops, brands cash in

What happened Filming for The Devil Wears Prada’s long-awaited sequel featuring the original cast of characters — Miranda Priestly (Meryl Streep) and her former assistant Andy Sachs (Anne Hathaway) is underway, with the film scheduled to hit screens in May, 2026. Released in the U.S. in 2006 and in China in 2007, the first outing quickly became a global phenomenon, and, for many in China, a cultural gateway to the very concept of fashion itself. With its striking wardrobe, frenetic office politics, and the unforgettable figure of a “devil” boss, it introduced audiences to the idea that fashion was more than clothing — it was an attitude, a lens on ambition, power, and identity. The Jing Take The Devil Wears Prada was more than a globally influential film — it became a potent vehicle for introducing luxury brand culture to Chinese consumers. Unlike Chanel or Louis Vuitton, which had entered the public consciousness earlier, Prada remained relatively under the radar. Then came the movie, and everything changed. How Prada became China’s power symbol For many, Priestly’s cold precision and immaculate authority cemented Prada as the definitive uniform of the career woman. This wasn’t advertising in the traditional sense. It was narrative-driven influence — a kind of implicit marketing where logos were secondary to symbolism. Through a character and the aura she projected, the film created an imaginative space where fashion signified identity, power, and taste. Priestly embodied aesthetic authority and decisiveness; Prada became shorthand for the same. The impact wasn’t fleeting. For a generation of Chinese viewers, The Devil Wears Prada helped define both career aspirations and aesthetic sensibilities. The Italian brand became a cultural role model itself. That is the essence of deep cultural penetration: when a brand stops selling and starts symbolizing, when it becomes part of a story people believe in. Sequel plot centers on fashion industry evolution The Devil Wears Prada 2 is already generating buzz across social media. The story will center on Priestly navigating a fading print industry while facing off against Emily, now a high-powered executive in the luxury world, played once again by Emily Blunt. Footage of Meryl Streep and Anne Hathaway filming on location has only intensified anticipation. Their on-set looks have quickly become viral content on platforms like Xiaohongshu (also known as RedNote) and Weibo, where fashion bloggers and commentators are dissecting outfits frame by frame. Among the most talked-about pieces are Streep’s red stilettos by Jacquemus, Hathaway’s Ralph Lauren suit, and the fringed suede bag by Valentino she’s seen carrying. Each has sparked significant attention, turning costume into currency well before the film reaches theaters. Chinese fashion critics debate sequel’s aesthetic direction Some commentators have expressed mild disappointment over Hathaway’s styling in the sequel, noting it feels more subdued compared to the bold, high-gloss fashion of the original. On Xiaohongshu, fashion blogger @ChicMode wrote, “It’s hard to top the aesthetic and styling from 20 years ago.” The sequel seems less interested in spectacle and more attuned to a kind of “real-world fashion,” a reflection of how contemporary urban women dress: Thoughtful, functional, and quietly sophisticated. In place of couture fantasy, there’s a narrative shift toward clothes that balance design with wearability, echoing a broader post-pandemic sensibility within the industry. So far, no confirmed shots have surfaced showing the cast wearing Prada pieces, but related hashtags on Xiaohongshu have already surpassed 18.43 million views. All signs point to Prada emerging as one of the film’s biggest beneficiaries. As more behind-the-scenes details come to light, the release is likely to trigger another wave of film-driven consumption. For brands, the value of this sequel extends well beyond nostalgia or visibility — it’s a sharply defined exercise in cultural positioning. Whether heritage houses emphasizing craftsmanship or younger labels rooted in urban modernity, the film presents a rare dual opportunity: mass exposure and meaningful consumer connection. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Before ‘The Devil Wears Prada 2’ drops, brands cash in

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Published July 30, 2025

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Before ‘The Devil Wears Prada 2’ drops, brands cash in