L’Oréal promo recreates the Devil Wears Prada world with Kendall Jenner, Simone Ashley

A recent campaign featuring Kendall Jenner and Simone Ashley draws on the visual world of The Devil Wears Prada, recreating elements of the fictional Runway magazine office. The ad forms part of a collaboration linked to the upcoming The Devil Wears Prada 2.

L’Oréal Paris teamed up with 20^th Century Studios and debuted the spot tied to the sequel at the 98^th Academy Awards.

What Actually Happens in the Ad

Created by Maximum Effort, a Ryan Reynolds’ agency, the spot centres on an unexpected mix-up where Kendall Jenner is mistaken as a candidate for Miranda Priestly’s new assistant. What follows is a series of subtle nods to the original film like the chaotic, no room for error environment and the idea that in this world, appearances are always under scrutiny.

That is exactly where L’Oréal Paris’ products come into the picture as the staffer, who assumes that she’s “the new girl,” thrusts a lipstick and mascara into her hands and tells her to make herself “presentable.”

That's when Ashley enters who is one of Miranda's new assistants in the film, and it’s her intervention that cuts through the chaos as she recognises Kendall.

The ad also cleverly changes the well-known tagline of L’Oréal Paris “You’re Worth it” to “You’re fired,” which fits perfectly with the vibe of the movie.

https://youtu.be/wy_pPQ_itDM?si=rJfa90M2wgFRREpJ

The Oscars Night That Was Already Prada-Coded

The ad wasn’t the most talked about Devil Wears Prada moment at the ceremony, it was what happened live on stage.

Anna Wintour stepped out to present with Anne Hathaway, and at one point called Hathaway “Emily” a nod to how Miranda Priestly consistently mixed up her assistants’ names throughout the original film. When Hathaway asked Wintour what she thought of her dress, Wintour moved straight past the question and began introducing the award nominees, drawing laughs from the audience for echoing the blunt demeanour of the fictional editor.

https://x.com/SpencerAlthouse/status/2033331814945726687?s=20

With The Devil Wears Prada 2 set to release on 1^st May 2026, the campaign sits within a wider ecosystem of promotional activity, while functioning as a standalone piece of branded content built around a familiar cinematic setting.