De Gruchy Wears Prada

To mark the launch of The Devil Wears Prada, we partnered with De Gruchy on a campaign that brought the film’s world onto their shop floor. De Gruchy’s in-house stylists dressed four professional dancers in pieces carefully chosen from the store, creating their own take on the movie’s iconic look.

The dancers then modelled the collection through an immersive, choreographed performance that moved through the entire store. The moment lived on well beyond the day itself, with a social campaign running for the next couple of weeks around the film’s launch.

A perfect representation of what happens when brand activation, marketing and live entertainment are designed as one idea.