Ana Megawati
The announcement of The Devil Wears Prada 2 ignited a fervent buzz across the entertainment and fashion industries, setting the stage for one of the most anticipated cinematic events in recent memory. To mark this occasion, Disney orchestrated a sophisticated New York press junket, a critical juncture for generating early media excitement. However, the promotional team faced a unique challenge: how to host an event that not only celebrated the film’s return but also authentically embodied its indelible fashion legacy. The solution lay in an innovative, immersive experience, entrusted to a seasoned professional stylist with two decades of industry experience. This stylist, drawing parallels between her own career trajectory and that of the film’s protagonist, Andy Sachs, undertook the ambitious task of curating a real-life "Runway closet" where journalists would select and wear designer ensembles for their interviews with stars Meryl Streep, Anne Hathaway, and other principal cast members.
The Enduring Legacy and the Sequel’s Challenge
The Devil Wears Prada, released almost two decades prior, transcended its initial box office success to become a cultural touchstone, particularly revered for its sharp wit and groundbreaking costume design. The original film, grossing over $326 million worldwide on a $41 million budget, cemented its place as a quintessential fashion film, with Meryl Streep’s portrayal of Miranda Priestly becoming an iconic archetype of the formidable editor-in-chief. Patricia Field’s masterful costume work in the first film not only defined the characters but also influenced global fashion trends, making the prospect of a sequel a daunting sartorial challenge.
The new film, The Devil Wears Prada 2, carries the immense weight of these expectations. For its press junket, Disney aimed to move beyond conventional interviews, seeking an interactive experience that would deeply engage media representatives. The concept was audacious: to allow journalists to step directly into the world of Runway magazine, offering them a curated wardrobe inspired by the film’s beloved characters. This approach was designed not only to generate unparalleled media coverage but also to create an unforgettable, immersive brand experience that reinforced the franchise’s deep connection to high fashion.
The Stylist’s Mandate: Crafting the Real-Life ‘Runway Closet’
The professional stylist, whose career began as an intern in New York City’s demanding fashion landscape, immediately understood the magnitude of the assignment. Her personal journey, marked by resourcefulness and a deep understanding of the industry’s often-unseen intricacies, mirrored Andy Sachs’s own evolution. She recounted professional anecdotes of quick fixes—like fashioning an impromptu eyeglasses chain from a rubber band and necklace for a photoshoot, or mending a model’s heel with Shoe Goo moments before a camera roll—demonstrating the practical ingenuity essential to styling. These experiences underscored her ability to deliver under pressure, a trait undoubtedly crucial for a project of this scale.
The central directive was clear: to build a "Runway closet" that would captivate and inspire. This meant sourcing approximately 150 individual designer pieces that resonated with the distinct aesthetics established by Patricia Field in the first film and further developed by Molly Rogers, the costume designer for The Devil Wears Prada 2. The wardrobe needed to be authentic, luxurious, and instantly recognizable as belonging to the Runway universe, yet also versatile enough for diverse journalists to wear comfortably and confidently during their interviews. The stylist knew that merely providing designer clothes wouldn’t suffice; each piece had to tell a story, echoing the characters’ journeys and personalities.
The Foundation of Authenticity: What Goes Around Comes Around
To meet this exacting standard, the stylist turned to a trusted resource: What Goes Around Comes Around (WGACA). Established in 1993 in New York, WGACA has cultivated a reputation as a premier destination for pre-owned luxury designer items, a well-kept secret among stylists and vintage connoisseurs. Its extensive collection, spanning men’s and women’s apparel, handbags, wallets, and accessories, offers a treasure trove of unique, high-quality pieces with rich histories. The platform’s rigorous authentication process, relying on human experts rather than solely algorithms, provided the necessary assurance of authenticity, a critical factor when dealing with high-value luxury goods for a high-profile event.
The decision to source entirely from WGACA was strategic, aligning with contemporary trends in sustainable fashion and the growing appreciation for vintage luxury. Resale platforms like WGACA contribute to a circular economy, offering designers a second life and making high fashion more accessible while reducing environmental impact. This approach also ensured that the curated collection would possess an intrinsic uniqueness, providing journalists with genuine, often one-of-a-kind pieces that avoided the uniformity of off-the-rack contemporary luxury. The stylist’s long-standing relationship with WGACA, born out of two decades of professional reliance, highlighted the reseller’s consistent quality and curated selection.
Deconstructing the Icons: Character-Inspired Styling
Molly Rogers, the costume designer for The Devil Wears Prada 2, provided invaluable insight into her sartorial vision for the sequel during the junket. She affirmed her commitment to honoring Patricia Field’s original character designs while evolving them for the new narrative. This informed the stylist’s approach to curating the 150 pieces, each carefully selected to embody the essence of Andy Sachs, Emily Charlton, and Miranda Priestly.
Andy Sachs: The Evolution of Metropolitan Chic
Andy Sachs, portrayed by Anne Hathaway, undergoes a remarkable transformation from a fashionably oblivious aspiring journalist to a polished Runway assistant. Rogers described Andy’s evolved style as a nod to "Annie Hall," characterized by tailored menswear elements infused with a distinctly feminine edge. The stylist translated this vision by selecting pieces that reflected Andy’s academic background and her busy, dynamic life, seamlessly transitioning from professional settings to evening engagements.
Key selections for Andy included:
- A tweed Chanel jacket with woven contrast stitching: This piece evoked her post-makeover style from the first film, suggesting a sophisticated yet intellectual aesthetic.
- A navy Chanel jumpsuit with button details: Practical and chic, this represented Andy’s need for versatile attire that could carry her from the demanding office environment to social engagements.
- A Gucci Blue Leather GG Marmont Card Case (originally $535, now $430 at WGACA): A subtle yet luxurious accessory, perfect for the professional on the go.
- Levi’s 501 Red Line (priced at $650 at WGACA): A foundational piece that speaks to a refined yet approachable style, grounding her high-fashion ensembles.
- Prada Navy Nylon Convertible Buckle Handbag (originally $1,375, now $965 at WGACA): A practical yet stylish choice, reflecting her pragmatic nature while acknowledging her elevated fashion status.
- Chanel Brown Tortoise Sunglasses (priced at $650 at WGACA): An essential accessory for a fashion insider navigating the bustling streets of New York, blending anonymity with undeniable chic.
These items collectively offered journalists the chance to experience Andy’s blend of classic sophistication and modern functionality.
Emily Charlton: Edgy Sophistication and Formidable Presence
Emily Charlton, played by Emily Blunt, is defined by her intense ambition and razor-sharp wit. Her wardrobe in the films often serves as a form of armor, projecting a high-strung elegance that is both intimidating and impeccably stylish. The stylist aimed to capture this edgy, almost avant-garde professionalism.
Selections for Emily included:
- A McQueen pencil skirt dress: This choice underscored Emily’s sharp, sophisticated silhouette, emblematic of her demanding role.
- A Cavalli leather jacket featuring a distinctive snake detail on the buckle: This piece added a bold, edgy dimension, reflecting her formidable and fashion-forward persona.
- A Dior Black Leather Saddle Bag (priced at $3,950 at WGACA): An iconic accessory that perfectly complemented her professional yet dark and avant-garde style.
- A Chanel Blue Mosaic Silk Scarf (originally $575, now $490 at WGACA): A touch of luxurious flair, adding to her refined, yet intense, aesthetic.
These pieces, meticulously chosen for their unique design and strong character, allowed journalists to channel Emily’s assertive and stylish demeanor.
Miranda Priestly: Authority Through Understated Power
Miranda Priestly, the formidable editor-in-chief portrayed by Meryl Streep, commands respect not through ostentatious displays, but through an almost imperceptible authority in her attire. Molly Rogers highlighted that Miranda’s style is characterized by clean lines and a quiet, undeniable power. The stylist embraced this philosophy, selecting garments that exuded confidence and refined taste.
Key selections for Miranda included:
- An impeccably tailored black McQueen suit with subtle texture: This choice conveyed Miranda’s unwavering authority and preference for classic, powerful silhouettes.
- A bold red Gucci coat: A statement piece, perhaps thrown casually over an assistant’s desk, signaling her status and the effortless luxury of her life.
- A Chanel sequined red and black scuba jacket (priced at $5,995 at WGACA): This particularly striking piece, famously worn by supermodel Linda Evangelista on a 1991 Vogue cover, was a direct homage to the pinnacle of fashion and felt quintessentially Miranda—bold, iconic, and undeniably chic.
- A Chanel Silver ‘CC’ Chain Belt (originally $3,350, now $2,345 at WGACA): A subtle yet powerful accessory, perfect for adding a touch of signature luxury.
These garments allowed journalists to experience the gravitas and sophisticated allure of Runway‘s most powerful figure.
The Immersive Experience and Unforgettable Reactions
The "Runway closet" was not just a collection of clothes; it was an interactive installation, transforming the press junket into a truly immersive experience. Journalists, typically passive observers, became active participants, literally stepping into the shoes of the characters they were reporting on. This innovative approach resonated deeply, generating significant pre-interview excitement and providing unique photo opportunities.
The ultimate validation of the stylist’s work came from the most discerning critic imaginable: Meryl Streep herself. One reporter, confidently clad in a pink tweed Chanel jacket (an alternative example linked to a similar piece at WGACA), approached his interview with Streep and Hathaway. The first thing Streep noticed and inquired about was his jacket. This spontaneous compliment from "Miranda Priestly" was, for the stylist, the highest possible accolade, confirming the success of her mission to encapsulate the film’s iconic fashion spirit. This moment underscored the power of authentic, character-driven styling to create genuine connections and memorable interactions.
The Broader Impact: Resale, Sustainability, and Brand Engagement
The success of The Devil Wears Prada 2 press junket goes beyond mere film promotion. It serves as a compelling case study in the growing influence of the luxury resale market and experiential marketing. By exclusively partnering with WGACA, Disney not only delivered an authentic high-fashion experience but also subtly endorsed the sustainability movement within luxury. The event highlighted that true style is not just about newness but about quality, history, and the enduring appeal of well-crafted designer pieces.
The stylist’s personal philosophy, shared during the event, offers valuable insights for consumers and industry professionals alike. She advised going into the pre-owned market with an open mind, looking beyond prominent logos to discover unique, lesser-known designer gems. This approach allows for individual expression and the acquisition of luxury without conforming to mainstream trends or excessive spending. Furthermore, her tip about creatively reinterpreting luxury items—like transforming a vintage Chanel belt into a necklace—encouraged maximum utility and personal flair.
The use of WGACA’s human authentication process for each of the 150 pieces also addressed a significant concern in the resale market: counterfeiting. By guaranteeing the authenticity of every item, WGACA provided peace of mind and reinforced the value proposition of curated vintage.
In an era of increasing digital saturation, the The Devil Wears Prada 2 press junket offered a tangible, sensory experience that deeply engaged its audience. It demonstrated how thoughtful, character-driven styling, coupled with strategic partnerships in the luxury resale sector, can elevate a promotional event into a cultural happening. This masterclass in vintage luxury styling not only celebrated the return of a beloved film franchise but also set a new benchmark for innovative brand engagement, further cementing The Devil Wears Prada‘s enduring legacy in the world of fashion.
