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.
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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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Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.
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The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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