Disney Consumer Products India has rolled out a series of multi-brand collaborations tied to the theatrical release of The Devil Wears Prada 2, extending the film franchise into fashion, beauty, accessories and lifestyle categories across the Indian market.
Nearly two decades after the original 2006 film became a cultural reference point for fashion and ambition, the sequel’s release is being supported through collections and marketing campaigns created in partnership with brands including Allen Solly, John Jacobs by Lenskart, Bewakoof, Diet Coke, Tira Beauty, TRESemmé, Myntra and The Souled Store.
The collaborations have been designed to connect the film’s visual identity and cultural positioning with Indian consumers through category-specific product launches and promotional campaigns.
Tan Wee, director, brand commercialization, 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.”
In apparel, Allen Solly has launched a formal womenswear collection drawing from the franchise’s visual styling and fashion codes. The collection has been introduced through a campaign linking fashion and cinema narratives. Myntra’s private label, Phosphorus, has also launched an apparel range inspired by signature elements associated with the film, while Bewakoof has introduced graphic T-shirts based on recognisable imagery from the franchise.
The beauty and personal care segment forms another major component of the collaboration strategy. TRESemmé has been named the signature haircare partner for The Devil Wears Prada 2 under a global collaboration agreement. In India, the campaign features Zeenat Aman and Apoorva Mukhija recreating and reinterpreting moments associated with the original film.
Tira Beauty is also participating through the launch of a themed limited-edition hamper. The offering includes three beauty products, a collectible keychain and a branded pouch positioned around the film’s fandom appeal.
In the accessories category, Lenskart’s premium eyewear label John Jacobs has launched a collection featuring 26 eyewear styles inspired by the film’s red, black and white visual palette. According to the company, the collection has been designed with an editorial fashion aesthetic rather than purely functional styling.
The Souled Store is expected to expand the collaboration further through upcoming apparel, accessories and footwear collections linked to the film franchise in the coming months.
Disney Consumer Products India has also extended the film’s international collaboration with Diet Coke into the Indian market as part of the broader promotional strategy surrounding the theatrical release.
The campaign demonstrates Disney’s broader licensing and brand collaboration strategy, where film properties are extended into consumer categories through local partnerships, retail activations and integrated marketing campaigns. By aligning entertainment releases with fashion, beauty and lifestyle brands, the company is aiming to create wider cultural engagement beyond cinema audiences.
The Devil Wears Prada 2 is currently running in theatres across India.
