L’Oréal Paris announced a collaboration with 20th Century Studios’ "The Devil Wears Prada 2," in theaters May 1. To launch the promotional campaign, L’Oréal Paris will debut a custom spot featuring global ambassadors Kendall Jenner and Simone Ashley during the 98th Annual Academy Awards.
Created by Maximum Effort, the spot unfolds in the world of "The Devil Wears Prada 2," bringing the iconic Runway Magazine offices to life. The story centers on an unexpected mix-up where Kendall Jenner is mistaken as a candidate for Miranda Priestly’s new assistant. The spot also introduces one of Miranda’s latest assistants, Amari, portrayed in "The Devil Wears Prada 2" by Simone Ashley.

The collaboration will extend beyond Oscars night, and will feature a series of activations throughout the film’s theatrical rollout. Together, the legendary film franchise and the iconic beauty house will celebrate confidence, glamour, and cultural impact at the intersection of entertainment and beauty.

On the collaboration with the film, L’Oréal Paris Brand President, Laura Branik, notes, "Teaming up with ’The Devil Wears Prada 2’ lets us show up in a moment that defines beauty and pop culture, and at a scale that matches the legacy of the film. Launching this collaboration on Oscars night, with a spot that pays homage to the story and brings together our global ambassadors Kendall Jenner and Simone Ashley, is a meaningful way to reinforce what L’Oréal Paris stands for: celebrating women who set the standard, on screen and in real life."