Samsung Collaborates With ‘The Devil Wears Prada 2’ To Promote Its New Bespoke AI Washer Campaign

Iconic red fabric meets groundbreaking Bespoke AI laundry care in a new global campaign, with digital out-of-home activation at London’s Piccadilly Circus

Samsung Electronics Co., Ltd. today announced a collaborative campaign with the highly-anticipated film “The Devil Wears Prada 2,” bringing together the worlds of high fashion and Samsung’s latest AI laundry technology. In the recently released campaign video, the iconic red fabric clothing encounters Samsung’s Bespoke AI Washer, delivering a groundbreaking result that redefines fabric care.

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 centre-stage as it meets the Bespoke AI Washer, showcasing how Samsung’s advanced washing technology delivers exceptional care for even the delicate fabrics.

Samsung’s newest Bespoke AI Washer ^[1] is equipped with AI Wash+^[2], which automatically recognises fabric types for smaller laundry loads and optimises washing performance accordingly. By detecting the characteristics of each load, the Bespoke AI Washer adjusts water level, spin speed and wash cycle duration 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 Washer sets a new benchmark for intelligent fabric care.”

The 20th Century Studios’ “The Devil Wears Prada 2” is in cinemas now.

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” opened in cinemas May 1, 2026.

[1] Availability and functions may vary by model, region, and country. (Applicable model in Europe: WF90H09C4***)

[2] 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 like fabrics together.