MAM
Disney brings Devil Wears Prada inspired collections to India
Allen Solly, Tira, Lenskart and Myntra join themed brand push.
MUMBAI: Miranda Priestly may not care about florals for spring, but nearly two decades later, fashion brands still care very much about Prada.As The Devil Wears Prada 2 arrives in theatres, Disney Consumer Products India is turning cinematic nostalgia into a full-blown retail moment, rolling out themed collaborations across fashion, beauty, accessories and lifestyle categories with a clutch of Indian and global brands.
Nearly 20 years after the original 2006 film became a defining pop-culture reference point for fashion, ambition and workplace identity, the sequel is now driving a new wave of consumer tie-ins designed for India’s increasingly fandom-driven retail landscape.
The India lineup spans Allen Solly, John Jacobs by Lenskart, Bewakoof, Diet Coke, Tira Beauty, TRESemmé, Myntra and The Souled Store each translating the film’s sharply dressed universe into products aimed at fashion-conscious consumers.
“The Devil Wears Prada has left an unmistakable mark on fashion and popular culture,” said Tan Wee, Director, Brand Commercialisation, adding that the collaborations were designed to create a cultural moment tailored specifically for Indian audiences.
In apparel, Allen Solly is leading the formalwear charge with a women’s collection inspired by the film’s signature aesthetic, blending tailored silhouettes with contemporary styling. Myntra’s private label Phosphorus has launched its own apparel range built around visual references from the franchise, while Bewakoof is leaning into fandom culture with graphic tees inspired by iconic scenes and imagery.
Beauty and personal care brands are also stepping onto the runway.
TRESemmé, the global signature haircare partner for The Devil Wears Prada 2, has localised the campaign in India with Zeenat Aman and Apoorva Mukhija recreating moments inspired by the film. Meanwhile, Tira Beauty is releasing a limited-edition themed hamper featuring three beauty products, a collectible keychain and a branded pouch aimed squarely at fans looking to own a slice of the Prada universe.
Accessories, naturally, are getting their own fashion week moment.
John Jacobs by Lenskart has unveiled a 26-style eyewear collection inspired by the film’s striking red, black and white visual palette. The brand said the collection was designed to feel “editorial rather than simply wearable”, echoing the glossy fashion-magazine aesthetic that made the original film iconic.
The Souled Store is also preparing a broader merchandise drop spanning apparel, footwear and accessories in the coming months.
Even Diet Coke has entered the conversation, bringing its global collaboration with the franchise into India as brands increasingly tap entertainment-led marketing to deepen cultural relevance.
The broader strategy reflects how studios and consumer brands are increasingly blurring the lines between entertainment, retail and fandom. What was once simply movie merchandising has evolved into lifestyle positioning, where films become fashion codes, social currency and shopping behaviour all at once.
And if the original film taught audiences anything, it is that fashion trends never really disappear. They simply wait for the sequel.
