Mumbai: Almost twenty years on, one of fashion’s most iconic cinematic moments is back. The Devil Wears Prada — the 2006 film that became a cultural touchstone shaping conversations around fashion, ambition, and identity — returns to theatres, and Disney Consumer Products India is marking the occasion with a slate of themed launches and experiences timed to the theatrical release of The Devil Wears Prada 2.
The lineup spans apparel, accessories, beauty, and personal care, bringing together some of India’s most recognisable consumer brands — Allen Solly, John Jacobs (Lenskart), Bewakoof, Diet Coke, Tira Beauty, TRESemmé, Myntra, and The Souled Store — in collections and campaigns designed to speak to consumers across the country.
Tan Wee, Director, Brand Commercialisation, said, “The Devil Wears Prada has left an unmistakable mark on fashion and popular culture. With its return, we wanted to honour that legacy by collaborating with brands across categories to create a cultural moment that feels elevated, relevant, and meaningfully tailored for consumers in India.”
Apparel
At the tailored end of the spectrum, Allen Solly debuts an expansive formal womenswear collection that weaves the franchise’s visual codes into versatile, modern silhouettes — launched through a campaign that places cinema and fashion in the same frame. Myntra’s private label, Phosphorus, takes a bold approach with its own apparel lineup inspired by signature elements from the film. Bewakoof rounds out the apparel story with graphic tees drawn from the film’s iconic imagery.
Beauty and Personal Care
On the personal care front, TRESemmé has been named the signature haircare brand of The Devil Wears Prada 2 as part of a global collaboration. In India, the brand tapped prominent talent Zeenat Aman and Apoorva Mukhija for a campaign that reimagines iconic moments from the film. Tira Beauty, meanwhile, is launching a special-edition themed hamper featuring three high-performance products alongside a collectible keychain and pouch — designed for fans who want to take a piece of the fandom home.
Accessories
Accessories make their own statement in this collaboration. Lenskart’s John Jacobs launches an expansive collection of 26 eyewear styles built around the film’s striking red, black, and white palette — each piece designed to feel editorial rather than simply wearable, reflecting the standards of global fashion rather than follogt5wing them. The Souled Store is also set to bring its signature touch with a curated drop of apparel, accessories, and footwear in the coming months.
The global collaboration with Diet Coke has also made its way to India, further amplifying the film’s powerhouse cultural appeal.
The Devil Wears Prada 2 is now in theatres across India.
