High Fashion Meets Laundry Innovation

The campaign video brings Samsung’s AI laundry innovation into the world of high-fashion. Iconic red fabric clothing — a symbol of uncompromising style — takes center stage as it meets the Bespoke AI Laundry Combo, showcasing how Samsung’s advanced washing technology delivers exceptional care for even the delicate fabrics.

Samsung’s newest Bespoke AI Laundry Combo[2] is equipped with AI Wash & Dry+,[3] which automatically recognizes fabric types for smaller laundry loads and optimizes laundry performance accordingly. By detecting the characteristics of each load, it adjusts water level, spin speed, and the duration of the wash and dry cycles to deliver optimal cleaning results and ensure that garments receive the precise level of care needed during each wash cycle.

Alongside the digital campaign, Samsung launched a large-scale digital out-of-home (DOOH) activation at Piccadilly Circus in London, one of the world’s most prominent advertising landmarks. The campaign will also extend to DOOH advertising across multiple global regions including Korea, where consumers will be able to experience the campaign through DOOH displays in high-traffic areas of Seoul like the Myeongdong and Gangnam Station.

“This collaboration with ‘The Devil Wears Prada 2’ is a celebration of the intersection between fashion and technology,” said Sang Jik Lee, EVP and Head of the Sales & Marketing Team for the Digital Appliances (DA) Business at Samsung Electronics. “Just as the film sets new standards for style, Samsung’s Bespoke AI Laundry Combo sets a new benchmark for intelligent fabric care.”

The 20th Century Studios’ “The Devil Wears Prada 2” will be released in cinemas starting 1^st May 2026.

About “THE DEVIL WEARS PRADA 2”
Twenty years after making their iconic turns as Miranda, Andy, Emily and Nigel—Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci return to the fashionable streets of New York City and the sleek offices of Runway Magazine in 20th Century Studios’ “The Devil Wears Prada 2,” the eagerly awaited sequel to the 2006 phenomenon that defined a generation. The film is directed by David Frankel, written by Aline Brosh McKenna, produced by Wendy Finerman, and executive produced by Michael Bederman, Karen Rosenfelt and Aline Brosh McKenna.

“The Devil Wears Prada 2” opens in cinemas May 1, 2026.

 

[1] The campaign is valid for global regions excluding the United States and Canada.

[2] Availability and functions may vary by model, region, and country. (Applicable model: WD90H***H***)

[3] Fabric sensing uses an AI algorithm to sense 5 fabric types (Cotton, Delicates, Towels. Denim, Outdoor) for loads up to 3kg. A turbidity sensor operates for all weights.  Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash and dry like fabrics together.

Jin, played by actress Helen J. Shen, uses Galaxy S26 Ultra in the movie “The Devil Wears Prada 2.”

NEW YORK, NEW YORK – APRIL 20: (L-R) Anne Hathaway, Stanley Tucci, Meryl Streep and Emily Blunt attend the world premiere of The Devil Wears Prada 2 at Lincoln Center in New York, New York on April 20, 2026. (Photo by Jamie McCarthy/Getty Images for 20th Century Studios)

Galaxy S26 Ultra powers the first-ever Runway Cam #withGalaxy, capturing red carpet moments in cinematic quality.

Today Samsung launched a global collaboration to celebrate the upcoming theatrical release of 20th Century Studios’ “The Devil Wears Prada 2,” with a custom spot that features Helen J. Shen as her character Jin, flawlessly fixing a last-minute Miranda Priestly request using Circle to Search with Google on the new Galaxy S26 Ultra. 

As part of the global team-up, the Galaxy S26 Ultra shined during its red-carpet moment at “The Devil Wears Prada 2” world premiere. In an activation that would leave even Miranda Priestly proud, Galaxy S26 Ultra was used to capture the stunning red carpet looks of attendees, making it the first-ever Runway Cam #withGalaxy that delivered jaw dropping professional-grade footage with a cinematic, social post-ready feel. 

Stars like Helen J. Shen, Simone Ashley, Justin Theroux, Lucy Liu, Heidi Klum, Paige DeSorbo, Hannah Berner, and Winnie Harlow posed for the Galaxy S26 Ultra photo-op to capture their memorable looks as seen below.

Haley Kalil steps onto the first-ever Runway Cam #withGalaxy.

Runway Cam #withGalaxy captures Helen J. Shen as she poses for the pro-grade camera.

Galaxy S26 Ultra user and influencer Haley Kalil (@hayleebaylee) participated in the photo experience. 

“I’m a huge fan of ‘The Devil Wears Prada’ and as a Team Galaxy member, I just love my Galaxy S26 Ultra,” said Haley. “Seeing those worlds collide here on the red carpet, and sharing all my favorite Galaxy S26 series features with fans has just been the best experience.”

Haley Kalil attends the world premiere of The Devil Wears Prada 2 at Lincoln Center in New York, New York on April 20, 2026. (Photo by Jamie McCarthy/Getty Images for 20th Century Studios)

“At Samsung, we believe great technology should feel as intuitive as great style. With Galaxy S26, we’re bringing that to life — merging fashion, film and innovative tech to deliver an experience that’s instant, intelligent and unmistakably powerful,” said Keena Grigsby, Chief Marketing Officer and Vice President, Mobile eXperience, Samsung Electronics America. “Through our collaboration with Circle to Search with Google and ‘The Devil Wears Prada 2,’ we’re not just showing up in culture — we’re shaping how people discover and engage with the world around them.” 

“For ‘The Devil Wears Prada 2,’ we wanted to extend the storytelling beyond the screen and into the cultural moments that define fashion today,” said Lylle Breier, EVP, Partnerships, Promotions, Synergy & Events at The Walt Disney Studios. “Collaborating with Samsung allows us to connect audiences to the world of Runway in a modern, immersive way, where innovation, style and storytelling intersect. From the red carpet to social-first content, this collaboration brings fans closer than ever to the glamour, creativity and fast-paced energy that make this franchise so iconic.

Helen J. Shen takes a selfie on the red carpet using Galaxy S26 Ultra.

Circle to Search with Google on Galaxy S26 Ultra is Runway ready 

Samsung and Google partnered on a series of creative spots set in “The Devil Wears Prada 2” universe to shine a light on how technology — like Circle to Search with Google on Galaxy S26 Ultra — is the cheat code for staying calm in high-stakes situations.

NYC Media Event Overview

Want to see if the Galaxy S26 series is the right fit for you? Visit Samsung.com and get ready for “The Devil Wears Prada 2,” in theaters May 1.

About The Devil Wears Prada 2

Twenty years after making their iconic turns as Miranda, Andy, Emily and Nigel — Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci return to the fashionable streets of New York City and the sleek offices of Runway Magazine in 20th Century Studios’ “The Devil Wears Prada 2,” the eagerly awaited sequel to the 2006 phenomenon that defined a generation. The film is directed by David Frankel, written by Aline Brosh McKenna, produced by Wendy Finerman, and executive produced by Michael Bederman, Karen Rosenfelt and Aline Brosh McKenna.