Samsung Galaxy S26 Ultra Hits the Red Carpet with ‘The Devil Wears Prada 2’
High fashion and cutting-edge AI have collided in a high-profile global partnership. Samsung has teamed up with 20th Century Studios to celebrate the theatrical release of The Devil Wears Prada 2, positioning the modern Galaxy S26 Ultra as the ultimate accessory for the fast-paced world of couture and cinema.
The collaboration isn’t just a standard product placement. it’s a strategic blend of entertainment IP and product marketing. From red-carpet activations in New York to AI-driven storytelling, Samsung is leveraging the prestige of the Devil Wears Prada franchise to showcase the S26 Ultra’s professional-grade camera and intuitive AI capabilities.
The First-Ever Runway Cam #withGalaxy
The partnership took center stage during the world premiere of The Devil Wears Prada 2 on April 20, 2026, at the Lincoln Center in New York. To capture the event’s high-fashion energy, Samsung introduced the Runway Cam #withGalaxy.
This activation used the Galaxy S26 Ultra to capture red-carpet looks in a social-first, cinematic format, delivering professional-grade footage designed for immediate social media sharing. A variety of stars and fashion icons posed for the S26 Ultra photo-op, including:
- Simone Ashley
- Justin Theroux
- Lucy Liu
- Heidi Klum
- Paige DeSorbo
- Hannah Berner
- Winnie Harlow
Influencer Haley Kalil also participated in the experience, amplifying the campaign by showcasing how she used the device’s features while preparing for the premiere.
AI in Action: Solving Fashion Emergencies with Circle to Search
Beyond the red carpet, the collaboration features a custom marketing spot that integrates the Galaxy S26 Ultra directly into the film’s narrative world. The campaign stars actress Helen J. Shen as her character, Jin, who works under the demanding Miranda Priestly.
The spot highlights the Circle to Search with Google feature. In the film’s promotional content, Jin is faced with a high-pressure request from Priestly, who sends a photo of a model with the directive: “This exactly. Immediately.” While the rest of the staff panics, Jin uses the S26 Ultra to draw a circle around the clothing items in the image, instantly identifying the pieces and arranging for their delivery to the set.
The scene concludes with a nod to the franchise’s iconic style, ending with Priestly texting her signature line: “That’s all.”
Strategic Integration of Technology and Culture
By aligning the Galaxy S26 Ultra with a franchise synonymous with perfectionism and luxury, Samsung is positioning the device as both a creative tool and a lifestyle accessory. This move signals a broader effort to connect mobile innovation with global cultural moments, merging the worlds of film, fashion and artificial intelligence.
- Event: World Premiere at Lincoln Center, New York (April 20, 2026).
- Featured Tech: Galaxy S26 Ultra, specifically the pro-grade camera and Circle to Search with Google.
- Innovation: Debut of “Runway Cam #withGalaxy” for cinematic red-carpet content.
- Narrative Tie-in: Character ‘Jin’ (played by Helen J. Shen) uses AI to manage high-pressure fashion requests.
Frequently Asked Questions
How does Circle to Search work on the Galaxy S26 Ultra?
Circle to Search allows users to identify information about anything on their screen by simply drawing a circle around the object or text, triggering an instant Google search without needing to depart the current app.
What is the Runway Cam #withGalaxy?
It is a specialized red-carpet activation that utilizes the Galaxy S26 Ultra’s cinematic camera capabilities to capture high-quality, social-ready footage of celebrities and attendees.
Who is Jin in The Devil Wears Prada 2?
Jin is a character played by actress Helen J. Shen, who appears in the Samsung collaboration spots demonstrating the utility of the Galaxy S26 Ultra in a high-fashion professional environment.
As The Devil Wears Prada 2 makes its way to theaters, this collaboration serves as a blueprint for how tech brands can integrate into entertainment IPs to demonstrate real-world utility through storytelling.
Worth a look