Samsung spotlights AI-powered fabric care in Devil Wears Prada 2 campaign push

India – Samsung Electronics is dressing up an everyday appliance in the language of high fashion.

The company has launched a global marketing push tied to The Devil Wears Prada 2, using the film’s visual codes to promote its Bespoke AI Laundry Combo—a washer-dryer pitched as capable of handling delicate, high-value garments with minimal input.

At the centre is a campaign film built around a single motif: a vivid red garment, long associated with fashion’s power symbols, fed into Samsung’s AI-enabled machine. 

The result is a controlled demonstration of precision—fabric care rendered as something closer to tailoring than routine washing.

Samsung has taken over digital out-of-home placements at Piccadilly Circus, with further activations planned across key urban centres, including Seoul’s Myeongdong and Gangnam district—locations synonymous with high footfall and, increasingly, high consumer expectations.

The move comes as appliance makers compete less on hardware alone and more on narrative. Across Asia’s urban markets, where premiumisation is rising but attention spans are short, brands are leaning into cultural tie-ins to hold relevance.

“This collaboration with ‘The Devil Wears Prada 2’ is a celebration of the intersection between fashion and technology,” said Sang Jik Lee, Executive Vice President and Head of the Sales & Marketing Team for the Digital Appliances 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.”