By Jessica Ye (Jessica Yap)
Nearly twenty years after The Devil Wears Prada turned the fashion office into a pop culture reference point, the world of Runway Magazine is returning to the big screen. With The Devil Wears Prada 2 arriving in cinemas on May 1, the sequel is already extending its influence beyond the screen — this time into the realm of cocktail culture.
Enter GREY GOOSE, which has partnered with the film for a global campaign that plays on the long-standing overlap between fashion, nightlife and the perfectly chilled martini glass.
Fronting the campaign is supermodel and television personality Heidi Klum, appearing in a short film set within the sharply polished universe of Runway Magazine. The campaign riffs on the meticulous standards of fashion’s most fictional editor, Miranda Priestly, drawing a parallel between fashion’s pursuit of perfection and the craft behind the brand’s signature cocktail for the collaboration.
That drink arrives in the form of The Devil’s Roast, a sleek reinterpretation of the espresso martini. Made with GREY GOOSE vodka, single-origin espresso and coffee liqueur, the cocktail is finished with three gold-dusted coffee beans — a detail that feels entirely in keeping with the high-gloss world the film helped immortalise.
Fans will be able to try the cocktail at a series of Devil’s Roast pop-ups across New York City in April, including installations at Zuccotti Park and Manhattan West Plaza. The experience pairs the cocktail with gold-dusted popcorn — an indulgent touch designed to mirror the glamour of a movie premiere.
The campaign also includes high-impact billboards across New York City, a limited-edition GREY GOOSE bottle presentation arriving at retailers from April 1, and in-theatre cocktail activations when the film opens.
For a vodka brand that has long circulated through fashion’s social orbit, from industry parties to fashion week events in Paris, New York City and London, the partnership feels like a natural extension of that relationship.
Meanwhile, the sequel reunites the original cast including Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci, returning to the immaculate offices of Runway Magazine nearly two decades after the first film captured the allure and occasional absurdity of fashion’s inner circle.
If the original film left audiences quoting its lines long after the credits rolled, the sequel appears poised to extend that legacy. Only this time, the Runway experience might come with an espresso martini in hand.
