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After a highly publicized press tour and numerous collaborations on everything from nail files to vodka, The Devil Wears Prada 2 has finally been released to the world, hitting theaters on May 1st. Prior to its long-awaited arrival, Samsung was one of the brands to enter the glamorous, high-stakes world of Runway Magazine. advertising spot The sequel stars Helen J. Shen, who plays Andy Sachs’ assistant Jing Chao (yes, she’s back in a new role as head of features under Miranda Priestly).

Although the character is already successful, stir up controversyParticularly in Asia, some social media users believe that Chao’s demeanor, appearance, and dialogue lead to harmful stereotypes. samsung advertising This has the opposite effect. Utilizing Samsung’s state-of-the-art ‘Circle to Search’ feature to identify the outfit Priestley requested, it positions Shen Slash Chao as the person to save the entire photo shoot at the last minute.

At the center of this unexpected collaboration is the tech giant’s circa-2026 Galaxy S26 Ultra phone. The phone comes with features such as the world’s first mobile privacy display. The most powerful processor in the Galaxy series, satisfying all the multitaskers who have dozens of tabs open at any given time. Super fast charging. 100x zoom. Camera quality that exceeds previous models. A feature called horizontal lock allows you to shoot smooth videos without shaking.

But Samsung’s “The Devil Wears Prada 2” campaign seeks to shed the most light on the phone’s various AI features. In particular, Google’s “Circle to Search” allows users to take a photo and then circle their index finger around a premier guest’s bright red ball gown, instantly recognizing its exact brand and style or offering impressively close (and shoppable in seconds) outfit options even if an exact match doesn’t exist. The decision to use Shen as the face of the ad stemmed from the fact that Samsung has established its S26 Ultra as an “intuitive, always-on assistant” and “intelligent and context-aware,” the statement said. In other words, it’s technically equivalent to going to Yale and having a 3.86 GPA.

Like Mr. Sachs’ assistant and sidekick, this gadget doesn’t just give you lightning-fast answers; predict Whatever you need. What’s a good example? Samsung’s “Now Nudge” AI benefit. Display task shortcuts on your screen to improve your productivity. If a friend wants a photo from last night’s fashion show in Milan, Now Nudge rounds up the photos based on location tags and makes them instantly available. The best part: You don’t have to ask at all. Isn’t that what every talented editorial executive (or everyday go-getter) wants on a daily basis?

“At Samsung, we believe that great technology should feel as intuitive as great style. With Galaxy S26, we deliver just that. We fuse fashion, film, and innovative technology to deliver an experience that’s instant, intelligent, and undeniably powerful,” Keana Grigsby, Samsung US chief marketing officer and vice president of mobile experience, said in a press release. “Through our collaborations with Google on Circle to Search and The Devil Wears Prada 2, we are not only showing up in culture, but shaping how people discover and engage with the world around them.”

Samsung also included itself in what is arguably one of the most talked-about cultural exports of 2026 by operating the runway camera at the world premiere of The Devil Wears Prada 2 held at Lincoln Center on April 20th. The cinematic, professional-level shoot shot in the Galaxy spotlighted only those in attendance. the best angle. Before the night was over, the activation, led by influencer and Samsung partner Hailey Khalil, was taken advantage of by everyone from Heidi Klum and Winnie Harlow to Paige Desorbo and Shen herself.

If you look closely at what The Devil Wears Prada 2 cast members are holding on screen (besides the Rabanne, Valentino, and Fendi handbags, of course), you’ll see that their Y2K-era T-Mobile sidekicks have been replaced with sleek, shiny Galaxy S26 Ultras. This product placement sticks the landing, unlike the more obvious Gray Goose and Starbucks appearances throughout the film.

Whether you’re desperately trying to follow your boss’s orders, seeing someone wearing a trench coat on the street and wanting one for yourself, or inspired by your favorite character’s style, the Samsung Galaxy S26 Ultra will solve all your fashion emergencies and questions. It’s truly groundbreaking.

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meet the author

Stacia Datskowska Senior Commerce Writer at WWD. Previously, she worked as an assistant digital editor at ELLE DECOR, covering all things luxury, culture, and lifestyle through the lens of design. Over the past five years, her byline has appeared in USA Today, the Baltimore Sun, Teen Vogue, the Boston Globe, Food & Wine, and more. Before joining ELLE DECOR, Datskowska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tent pole sale events, and curated gift guide roundups. She graduated from New York University with a bachelor’s degree in journalism and international relations. Datskowska regularly reports on pop culture’s biggest moments and how to watch them live online.