Brands
TRESemmé partners Devil Wears Prada 2 for global hair campaign
Collaboration blends salon expertise with iconic fashion film universe
MUMBAI: TRESemmé has teamed up with The Devil Wears Prada 2 to launch a global campaign that blends salon-grade haircare with one of fashion’s most iconic cinematic universes, as the sequel gears up for its worldwide release on May 1, 2026.
Nearly two decades after the original film shaped pop culture conversations around fashion and ambition, the sequel is reviving its signature aesthetic, with hair once again positioned as a defining marker of confidence and identity. TRESemmé, now named the signature haircare partner for the film, is leaning into this narrative with a campaign that places hair at the centre of self-expression and presence.
As part of its India leg, the brand has roped in Zeenat Aman and Apoorva Mukhija to recreate an iconic moment inspired by the film, reimagined through a local lens. The campaign juxtaposes timeless elegance with contemporary individuality, reflecting the evolving definition of the modern “it girl”.
Speaking on the collaboration, Hindustan Unilever vice president hair care Sairam Subramanian said, “In The Devil Wears Prada universe, hair is not just an accessory, it is a statement. At TRESemmé, we focus on salon-grade precision and performance for the woman who commands attention and owns every room she walks into.”
Echoing the sentiment, Disney spokesperson said, “As we bring The Devil Wears Prada 2 to audiences worldwide, it is exciting to collaborate with TRESemmé, a brand that shares our commitment to excellence and iconic style.”
The campaign underscores TRESemmé’s positioning as a premium, salon-technology-led brand, while tapping into the film’s cultural cachet to connect with a new generation of consumers. By linking everyday haircare to aspirational storytelling, the brand is turning routine styling into a statement of confidence.
With the film’s release just around the corner, the collaboration signals how beauty and entertainment are increasingly intersecting, where style, storytelling and self-expression come together to shape modern brand narratives.
