Samsung stitches couture, cinema, and tech into a red carpet runway moment for The Devil Wears Prada 2

New York City – Samsung Electronics has staged a global couture-led campaign around The Devil Wears Prada 2, positioning the Galaxy S26 Ultra as a front-row accessory within a high-fashion red carpet spectacle.

At the world premiere in New York, Samsung unveiled “Runway Cam #withGalaxy”, transforming the red carpet into a couture runway. 

Talent arrivals were framed as model walk-ins, with the Galaxy S26 Ultra capturing editorial-grade imagery under flash-heavy lighting reminiscent of a fashion week show set.

The activation borrowed directly from couture show codes—front-row energy, camera pit intensity, and styled entrances—recasting the premiere as a live fashion presentation. 

The device’s camera system was positioned as a backstage-to-runway tool for instant, social-ready editorial captures.

The campaign extends into narrative content starring Helen J. Shen as Jin, integrating Galaxy S26 Ultra features such as Circle to Search with Google into a stylised couture universe inspired by the film.

Appearances by Simone Ashley, Lucy Liu, Heidi Klum, and Winnie Harlow reinforced the runway framing, alongside creator Haley Kalil, who documented styling moments and device-led captures across social channels.

The collaboration reflects a broader shift in tech marketing, where product launches are increasingly choreographed through couture language—treating premieres as fashion presentations and devices as tools of instant editorial production.

Timed ahead of the film’s theatrical release, the campaign situates Samsung’s flagship within the intersection of couture spectacle, cinema culture, and social-first visual storytelling.