From cult classic to cultural event: The Devil Wears Prada 2.

Set to be the most anticipated female-led film of the year, The Devil Wears Prada 2 marks the long-awaited return of an iconic cultural franchise. Nearly two decades after the original defined a generation, the sequel revisits the world of high fashion, following Miranda Priestly (Meryl Streep) as she faces a formidable new rival in former assistant Emily Charlton (Emily Blunt).

The film is expected to index strongly among women aged 14-39 and affluent audiences, positioning it as a high-impact moment for brands. Nostalgia will be a key driver for older female audiences who grew up with the original film and remain deeply connected to its characters, quotes and fashion moments. At the same time, the franchise’s enduring cultural relevance and style-forward appeal will attract newer female audiences discovering the world of The Devil Wears Prada through streaming, social media and fashion-led pop culture.

For beauty, fragrance and retail brands, The Devil Wears Prada 2 presents a powerful opportunity to connect with female audiences at scale with its fashion-led setting and focus on ambition offering a natural alignment for these categories.

The Devil Wears Prada 2 will strut into cinemas on April 30.

*Source: CineTAM 2025