L’Oréal Paris announces a collaboration with 20th Century Studios’ The Devil Wears Prada 2, set to arrive in theaters on May 1. The partnership begins with a custom campaign that brings together Kendall Jenner and Simone Ashley, both serving as global ambassadors for the brand. The first release appears during the 98th Annual Academy Awards, where L’Oréal Paris debuts a dedicated spot that introduces the project through a cinematic setting tied directly to the film.
CAMPAIGNS
The campaign draws from the visual language of Runway Magazine, placing viewers inside its office environment. Created by Maximum Effort, the spot builds its narrative through a structured sequence that reflects the tone of the film. The story follows an unexpected mix-up, where Kendall Jenner enters the office and is mistaken for a candidate seeking to become Miranda Priestly’s new assistant.
Simone Ashley appears in the campaign as Amari, one of Miranda Priestly’s latest assistants. Her role connects the campaign directly to the new film, placing her character within the Runway setting while introducing a new presence tied to the storyline.
L’Oréal Paris and the film’s team plan a series of activations that will continue throughout the theatrical rollout. These initiatives aim to maintain visibility across different platforms while keeping the focus on the connection between beauty and entertainment.
Kendall Jenner reflects on the experience of filming within the Runway setting, describing the process as a moment tied to her own expectations of the film’s environment. She recalls moving through the office and interacting with its familiar elements, noting the presence of the L’Oréal Paris team throughout the production. Simone Ashley describes the project as a defining experience within her career, connecting her role in the film with the extended campaign developed alongside L’Oréal Paris and Disney.
Laura Branik, Brand President of L’Oréal Paris, frames the collaboration as an opportunity to align the brand with a defining cultural moment. She emphasizes the scale of the project and its connection to the legacy of the film, pointing to the decision to launch during the Academy Awards as a key element of the strategy.
Lylle Breier, EVP of Partnerships, Promotions, Synergy and Events at Disney, describes the collaboration as a continuation of the film’s tone and direction. She points to confidence, glamour, and humor as key elements that guide both the film and the campaign, aligning the partnership with the expectations surrounding the release.
L’Oréal Paris places itself within a recognizable cinematic setting, using familiar characters and environments to introduce the campaign. The project builds its presence through a rollout that connects the brand with the upcoming film and its audience.
