New global campaign marries iconic red fabric with ground-breaking bespoke AI laundry care in digital out-of-home activation at London’s Piccadilly Circus
Samsung Electronics Co., Ltd. today announced a collaboration campaign[1] The long-awaited film The Devil Wears Prada 2, which combines the world of high fashion with Samsung’s latest AI laundry technology, has been released. In the recently released campaign video, the iconic red fabric garment meets Samsung’s bespoke AI laundry combo, delivering breakthrough results that redefine fabric care.
High fashion meets laundry innovation
This campaign video brings Samsung’s AI laundry innovation to the world of high fashion. The iconic red fabric garment, a symbol of uncompromising style, takes center stage at the Bespoke AI Laundry Combo encounter, demonstrating how Samsung’s advanced laundry technology provides exceptional care for even delicate fabrics.
Samsung’s latest bespoke AI laundry combo[2] Equipped with AI wash & dry +,[3] This automatically recognizes the fabric type when you have a small load and optimizes washing performance accordingly. By sensing the characteristics of each load, it adjusts water level, spin rate, and wash and dry cycle times to achieve optimal wash results and ensure your clothes receive the exact level of care they need during each wash cycle.
Alongside the digital campaign, Samsung has launched a major digital out-of-home (DOOH) activation at London’s Piccadilly Circus, one of the world’s most prominent advertising landmarks. The campaign will also be expanded to DOOH advertising in multiple regions around the world, including South Korea, where consumers will be able to experience the campaign through DOOH displays in high-traffic areas of Seoul, such as Myeongdong Station and Gangnam Station.
“This collaboration with The Devil Wears Prada 2 celebrates the intersection of fashion and technology,” said Sang Jik Lee, Vice President of Digital Appliance (DA) Business and Head of Sales & Marketing Team at Samsung Electronics. “Just as this movie set a new standard for style, Samsung’s Bespoke AI Laundry Combo sets a new standard for intelligent fabric care.”
20th Century Studios’ The Devil Wears Prada 2 is currently in theaters.
About “The Devil Wears Prada 2”
Twenty years after their iconic turns as Miranda, Andy, Emily and Nigel, Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci return to the fashionable streets of New York City and the chic offices of Runway Magazine in 20th Century Studios’ The Devil Wears Prada 2. It’s the long-awaited sequel to the 2006 phenomenon that defined a generation. The film was directed by David Frankel, written by Aline Brosh McKenna, produced by Wendy Feinerman, and executive produced by Michael Biederman, Karen Rosenfelt, and Aline Brosh McKenna.
“The Devil Wears Prada 2” will be released in theaters on May 1, 2026.
[1] This offer is valid in all regions of the world except the United States and Canada.
[2] Availability and features may vary by model, region, and country. (Applicable model: WD90H***H***)
[3] Fabric sensing uses AI algorithms to sense five types of fabrics (cotton, delicates, towel, denim, outdoor) for loads up to 3kg. The turbidity sensor works for all weights. Detection accuracy may decrease if the fabrics are mixed. Actual results may vary depending on individual usage. Wash and dry like fabrics to prevent wear and tear.
