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‘Devil Wears Prada 2’ Press Tour Opens in Mexico City With High-Fashion Flair

The campaign leans on fashion nostalgia to power a global rollout ahead of the May 1 release.

Overview

  • The global push began in Mexico City, where Meryl Streep and Anne Hathaway held a Casa Azul press event on Monday before a Q&A and fan screening at Museo Anahuacalli that also showcased archival looks by Mexican designers.
  • Streep rotated from a red Dolce & Gabbana power suit to a navy Schiaparelli shirtdress, while Hathaway switched from a black fringed Schiaparelli set to a sequined Stella McCartney mini with thigh-high boots, all documented in a studio lookbook.
  • Hathaway seeded fan Easter eggs with a custom hoodie stamped with a cerulean color block and a red micro-French manicure that echoed the sequel’s stiletto poster motif.
  • The itinerary moves next to Tokyo, Seoul and Shanghai, then to a world premiere in New York City and a European premiere in London, with the film opening in theaters on May 1.
  • The sequel reunites Streep, Hathaway, Emily Blunt and Stanley Tucci under director David Frankel, introduces new cast members like Kenneth Branagh and Lucy Liu, and draws on production shot in New York and Milan with a story framed around today’s media economy.