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Samsung’s ‘The Devil Wears Prada 2’ Campaign Positions Galaxy S26 Ultra Phone as the Assistant You Didn’t Know You Needed

The tech giant also held a Runway Cam activation at the world premiere of the movie, out in theaters now.

By Stacia Datskovska Plus Icon

Stacia Datskovska

Senior Commerce Writer for WWD

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May 1, 2026, 3:05pm

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samsung galaxy s26 ultra x 'the devil wears prada 2' campaign, ad spot; best 'the devil wears prada 2' collaborations to shop

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After a highly publicized press tour and a slew of collaborations — from nail files to vodka — “The Devil Wears Prada 2” is finally out in the world, having released in theaters on May 1. Ahead of its long-awaited arrival, Samsung was one of the brands to enter the glitzy, high-stakes universe of Runway Magazine: unveiling an ad spot starring Helen J. Shen, who plays Andy Sachs’ assistant, Jin Chao, in the sequel (yes, she has one in her new role as head of the features department, working under Miranda Priestly once again).

While the character has already managed to stir up controversy, especially in Asia where some social media users believe Chao’s demeanor, appearance, and lines feed into harmful stereotypes, Samsung’s advertisement achieves the opposite effect: positioning Shen-slash-Chao as someone who saves an entire photoshoot at the last minute by identifying the outfit Priestly has requested, all with the help of Samsung’s cutting-edge “Circle to Search” feature.

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At the center of this unexpected collaboration is the tech giant’s circa-2026 Galaxy S26 Ultra phone — boasting bells and whistles like the world’s first mobile privacy display; the most powerful processor found in the Galaxy line, sure to please all multitaskers who always have dozens of tabs open; super-fast charging; 100x zoom; camera quality that outperforms that of previous models; and a function called Horizontal Lock, which lets you take smoother videos sans shaking.

Samsung Galaxy S26 Ultra Phone

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Available with 256GB, 512GB, or 1TB of storage, in six distinct colorways (we’re partial to the pictured Cobalt Violet).

Price upon publish date of this article: From $1,099

Samsung’s “The Devil Wears Prada 2” campaign, though, seeks to shed most light on the phone’s assortment of AI capabilities. With the Google-powered “Circle to Search” in particular, users can circle the red-hot ballgown of a premiere guest, say, with their pointer finger after taking a photo and have its exact brand and style be instantly recognized or, should no precise match exist, be provided with sartorial options that come impressively close (and can be shopped in seconds). The decision to tap Shen as the face of the ad stemmed from the fact that Samsung has established its S26 Ultra as an “intuitive, always-on assistant” that’s also “intelligent and context-aware,” according to a statement. In other words, the tech equivalent of going to Yale and having a 3.86 GPA.

Getting a glimpse of model Coco Rocha’s glamorous Christian Siriano dress (the designer accompanied her at “The Devil Wears Prada 2” world premiere), circling it on a photo, and getting detailed information about the silhouette — all thanks to my Galaxy S26 Ultra. Courtesy WWD/Stacia Datskovska

Like Sachs’ helper-cum-sidekick, the gadget not only grants lightning-fast answers but also predicts whatever it is you might need. Case in point? Samsung’s “Now Nudge” AI perk, which populates your screen with task shortcuts to enhance productivity. If your friend is asking for photos from that fashion show last night in Milan, “Now Nudge” will round them up based on the location tag and have them at your fingertips in no time. The best part: You never have to ask, and isn’t that what every high-powered editorial executive — or everyday go-getter — wishes for in their day-to-day?

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“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,” Keena Grigsby, chief marketing officer and vice president of mobile experience at Samsung U.S., shared in a press release. “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.”

Samsung further embedded itself in what is undoubtedly one of the most talked-about cultural exports of 2026 by operating the Runway Cam at “The Devil Wears Prada 2” world premiere, held in Lincoln Center on April 20. The cinematic, professional-level shoot — captured on a Galaxy — spotlighted only the attendees’ best angles. Before the night was over, the activation, helmed by influencer and Samsung partner Haley Kalil, was used by everyone from Heidi Klum and Winnie Harlow to Paige DeSorbo and Shen herself.

Attending the premiere’s red carpet and after-party, Dior exhibit included. Both photos shot on Samsung! Courtesy WWD/Stacia Datskovska

Look closer at the objects held in the hands of “The Devil Wears Prada 2” cast members on-screen (besides Rabanne, Valentino, and Fendi handbags, of course), and you’ll find that their Y2K-era T-Mobile Sidekicks have been replaced by sleek, shiny Galaxy S26 Ultras. This product placement, unlike the more obvious Grey Goose and Starbucks appearances throughout the film, sticks its landing.

Whether you’re frantically trying to fulfill a boss’ directives, spotted someone wearing a trench coat on the street that you simply can’t stop looking at and desperately want for yourself, or feel inspired by a favorite character’s style, the Samsung Galaxy S26 Ultra will solve every last one of your fashion emergencies and queries. Groundbreaking, truly.

Samsung Galaxy S26 Ultra Phone

From $1,099

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We’ll go so far as to say this phone is Priestly-approved: no small honor.

Price upon publish date of this article: From $1,099

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Meet the Author

Stacia Datskovska is a Senior Commerce Writer at WWD. Previously, she worked at ELLE DECOR as an assistant digital editor, covering all things luxury, culture, and lifestyle through a design lens. Her bylines over the past five years have appeared in USA Today, Baltimore Sun, Teen Vogue, Boston Globe, Food & Wine, and more. Prior to joining ELLE DECOR, Datskovska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tentpole sales events, and curated gift guide roundups. She graduated from NYU with a bachelor’s degree in journalism and international relations. Datskovska regularly reports on pop culture’s biggest moments and how to catch them live online.

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Samsung’s ‘The Devil Wears Prada 2’ Campaign Positions Galaxy S26 Ultra Phone as the Assistant You Didn’t Know You Needed

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