In the lead up to the theatrical release of ‘The Devil Wears Prada 2’ on May 1st, Google Shopping teamed up with 20th Century Studios to bring the fashion house experience to the public.

Ever dreamt of having a couture moment? Getting the chance to try on some of the hottest runway looks? Well, Google Shopping’s ‘Try On in Search’ feature might just bring you one stiletto-step closer.

The tech company’s AI-powered, digital changing room feature has previously received the Hollywood treatment in its marketing, being introduced over the holidays this year by actors Kirsten Dunst and Sarah Jessica Parker. But now, Google Shopping seems to have found a perfect partner in the hotly anticipated sequel to the fashion-forward film.

Created for Instagram, the campaign leads with a social film starring Simone Ashley and Stanley Tucci in their ‘Devil’ roles, Amari and Nigel. In a duel of witty barbs and tongue-in-cheek humour, the pair explore the closet of the movie’s fictional magazine RUNWAY, trying to find the ideal dress for a gala.

Nigel showcases Google’s search features by looking for a ‘devastatingly chic and runway-ready’ outfit online. He then uses the ‘Try On in Search’ tool to experiment with various styles, displayed on an image of Amari, before finally landing on a satisfactory statement piece – which she can already see herself in, literally.

​The spot ends with Amari in an elevator, wearing the red dress that Nigel selected, as she descends to attend the gala.

Beyond this social video, Google also brought the connection between the technology and the new film off the screen and into the real world.

Kicking off on April 20th, the campaign started with an experiential activation at the world premiere of ‘The Devil Wears Prada 2’.The RUNWAY closet was realised as an interactive red carpet experience during the premiere.

In the installation, guests could ‘check in’ to the RUNWAY closet, before being paired with office staff who ushered them into the experience. Inside the closet, guests were then able to choose clothes from a rotating wardrobe and preview the look using Google Try On rooms.

Google is just the latest in a run of brands which have partnered with ‘The Devil Wears Prada 2’ ahead of its release. In March, Simone Ashley was joined by fellow L’Oreal ambassador Kendall Jenner in a brand film created by Maximum Effort. TRESemmé tapped into the film’s buzz around the Oscars with New York Times bestselling author and co-host of ‘Giggly Squad’, Paige DeSorbo. Starbucks has made its link to the IP official – made famous by Meryl Streep’s character Miranda Priestly and her daily order from the chain – by sponsoring the musical version of the film. Coca-Cola released limited edition Diet Coke designs, and Heidi Klum has helped vodka brand Grey Goose pour itself into the film’s universe.

20 years on from the original, this interest from brands, including Google Shopping’s latest work, is testament to the lasting cultural impact that ‘The Devil Wears Prada’ has made – and managed to maintain in the years preceding the sequel.