How Instagram Previews Are Killing the Movie Buzz—The Devil Wears Prada 2, We're Looking at You

Vogue Arabia

2 days ago

The first time I watched The Devil Wears Prada in 2008, I remember scribbling cerulean blue in my diary and forcefully using it in a conversation the next day – context? There was absolutely none. When Andy Sachs, played by Anne Hathaway, walks into the room after her makeover – wearing the Chanel boots from its Autumn 2005 collection – leaving both Emily Blunt and Gisele Bündchen's characters gobsmacked, stuttering, 'Are you wearing the Chanel boots?' became the ultimate dream fashion ammunition in my arsenal for when I entered my villain era. Mind you, I was still 14 and had zero feuds with anyone that required a couture comeback. The point being, this movie that I stumbled upon as a teenager (without having watched its trailer) became my introduction to the world of fashion and publications – ultimately, it played a small subconscious role in the career I picked. Yes, I am a fashion journalist who has worked across many titles in two countries – and yes, the movies from the late '90s and early 2000s were my guidance counsellor.
While the rumours of a sequel have been doing the rounds since the first film came out in 2006 – especially in 2014, when the book Revenge Wears Prada: The Devil Returns dropped – the follow-up couldn't evoke the same fanfare the first instalment did, and the second movie rumours swirled only for a bit. This was until July 2024, when Deadline officially reported a sequel was in the works at Walt Disney Studios and the original screenwriter, Aline Brosh McKenna, was back in the saddle for round two. Since then, most of the original cast has reprised their iconic roles with a few new additions – except Nate, played by Adrian Grenier – Andy Sachs's gaslighting, unsupportive boyfriend who we're most definitely not going to miss.
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The movie went into production on 20 June 2025 – both original millennial fans (well into their 30s now) and Gen Zs who found this fashion and pop culture gem along the way were finally excited to go back to the theatres. And now I want to sit back and relax and enjoy my evening. When all of a sudden, I hear this agitating, grating voice… Not to quote Abby Lee Miller from season 2 of Dance Moms , but this is exactly how I felt when I saw Hathaway's first look drop on Instagram. Unless you live under a rock, you've probably seen half her wardrobe from the film already. If this was any other film, it wouldn't matter as it doesn't give away the plot – the paparazzi could continue to milk the audience's curiosity. But when it comes to films like The Devil Wears Prada – where the costumes are not only integral, they could very well be described as an additional character that carries the plot, this could be detrimental.
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Next thing I know? Fashion pundits on social media and magazine writers were out, guns blazing with their outfit reviews: 'Top 10 items from Anne Hathaway's Devil Wears Prada wardrobe that you can own.' 'From Phoebe Philo to Jacquemus, here's what Miranda Priestly and Andy Sachs are wearing in the sequel.' The vintage Coach Metropolitan Briefcase from 1987, spotted on Hathaway in the first look, sold out minutes after the brand's Re(Loved) programme listed a similar version. Now, not only do I already know Emily and Andy's fashion arc in their 40s, I also know what Miranda Priestly will wear to the make-believe Met Gala. Now that is sacred – and where I draw the line.
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Having to watch the stills of a film you're excited to watch on the big screen on your phone (against your will) does a major disservice to the story, the artists and the viewers who are all equally invested. Whatever happened to a good old mystery? It's the element of surprise that makes the movie even more special – and in a film like this, which isn't horror or a thriller, fashion is the pièce de résistance. The price of a movie being filmed in New York is having to watch most of it on your phone already – a similar trajectory befell films like The Materialist and It Ends with Us . Based on Colleen Hoover's famous novel, It Ends with Us , the movie adaptation starred Justin Baldoni and Blake Lively in the titular roles. From the minute Lily Bloom's first look (played by Lively) was dropped, fans were unimpressed when the version of frumpy-chic described in the book didn't match the on-screen portrayal. With every look drop and its out-of-context, badly angled paparazzi shot, the pre-release bad press regarding the costumes was at an all-time high. I know, ironic, a considerably small blip in comparison to the post-release fiasco.
Photo: Jose Perez/Bauer-Griffin (Getty Images)
But this new-age marketing technique, where the audience is overfed information to get them curious, may just be hurting the project more than it's benefiting. Can we please bring back less-is-more when it comes to show-and-tell with regard to films? The fashion in them, however, can always be OTT.