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Rabanne, Jean Paul Gaultier & More: The Luxury Labels Dominating ‘The Devil Wears Prada 2′
From Anne Hathaway’s shimmering metallic Rabanne gown to Emily Blunt’s Madonna-inspired Jean Paul Gaultier moment, these designer cameos aren’t just costume choices, they’re million-pound earned media value (EMV) moments, turning set photos into instant global headlines.
Published On: August 12, 2025
Since filming began, ‘The Devil Wears Prada 2′ has morphed from a highly anticipated sequel into a global fashion obsession.
In just weeks, the hotly anticipated movie sequel generated a staggering £55.4M in EMV, sparked 58M+ engagements, and reached over 631M people worldwide, numbers that rival the biggest luxury campaigns.
What’s remarkable? It’s all happening without a single trailer drop. The buzz is being fuelled entirely by three irresistible ingredients:
Candid set photography: Every leaked snap feels like front-row access
Meticulously curated designer looks: From Rabanne metallics to vintage Jean Paul Gaultier
Nostalgia overload: Beloved characters returning in head-turning style
The result? Every street shot and wardrobe reveal is turning into a viral moment.
Read: Is Stunt Marketing Making a Comeback?
Fashion moments that broke the internet
Take Anne Hathaway stepping out in New York City wearing a metallic Rabanne dress. That single look ignited:
Then there’s Emily Blunt, who channelled Madonna in a vintage-inspired Jean Paul Gaultier ensemble, capturing the likes of WWD and DietPrada. That moment alone added £1.2M in EMV to the growing total.
From headlines to fashion history in the making
With every candid street snap and meticulously styled on-set look, the movie isn’t just promoting itself, it’s building a living, breathing high-fashion archive in real time. One that fans, media, and style-watchers can’t resist reposting, dissecting, and pinning to their mood boards.
It’s not just the cast making headlines, luxury fashion houses are cashing in too. From viral gowns to must-have accessories, here’s how the top designers stack up by EMV so far:
What’s happening here is a masterclass in earned media. The team behind the film has tapped into three powerful forces:
As anticipation builds for the trailer, one thing’s for sure: ‘The Devil Wears Prada 2’ isn’t just a sequel, it’s a full-blown fashion event.
Whether you’re a die-hard fashionista, a PR strategist, or simply someone who loves a bit of celebrity style stalking, every behind-the-scenes snap feels like a front-row ticket to fashion week.
If this is what we’re getting before the trailer drops – metallic Rabanne gowns, vintage Jean Paul Gaultier, and more Coach bags than an NYC sidewalk – just imagine the fashion meltdown that’s coming next. Clear your mood boards, charge your phone, and maybe… start a savings account.
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