L’Oréal Paris brought high fashion and Hollywood together on Oscars night, unveiling a stylish new campaign tied to the upcoming film The Devil Wears Prada 2, set to hit theaters May 1.
Created by Maximum Effort, the custom spot aired during the 98th Academy Awards and drops viewers straight into the unmistakable world of Runway Magazine, blending cinematic storytelling with beauty branding. The ad stars global ambassadors Kendall Jenner and Simone Ashley, with a playful premise in which Jenner is mistaken for a candidate to become Miranda Priestly’s latest assistant.
Ashley appears as Amari, one of the new assistants in the film, giving fans an early glimpse into the sequel’s expanded universe while anchoring the campaign’s fashion-forward tone. Watch below:
“Spending the day at the Runway office was honestly so much fun,” Jenner said. “I got to live my dream walking past that iconic reception, and what made it even more special was getting to experience it alongside my L’Oréal Paris family.”
Ashley echoed the excitement, calling the collaboration “a true career highlight” and adding that working with both L’Oréal Paris and the film’s team brought the project to life in a way fans will love.
The Oscars debut marks the beginning of a broader campaign rollout, with additional activations planned leading up to the film’s release. The partnership leans into the shared DNA between the beauty giant and the iconic franchise, positioning both at the intersection of confidence, glamour, and cultural influence.
L’Oréal Paris Brand President Laura Branik said the collaboration represents a natural fit. “Teaming up with The Devil Wears Prada 2 lets us show up in a moment that defines beauty and pop culture, and at a scale that matches the legacy of the film,” she said.
Disney’s Lylle Breier added that the partnership captures the tone fans expect from the franchise, pointing to its signature mix of style and wit.
With nostalgia for the original film still strong and anticipation building for the sequel, L’Oréal Paris’ Oscars-night spot serves as both a tribute and a teaser, reminding audiences that in the world of Runway, style is always in season.
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