Mercedes-Maybach takes to driver’s seat for ‘The Devil Wears Prada 2’

March 30, 2026

The marque is collaborating with 20th Century Studios on The Art of Arrival, a fully integrated global campaign promoting the sequel film. Image credit: Mercedes-Maybach

By Amirah Keaton

German automaker Mercedes-Maybach is reviving one of its most culturally significant cameos.

The marque has announced a fully integrated global campaign, titled “The Art of Arrival,” with 20th Century Studios’ The Devil Wears Prada 2, launching March 27. Anchored by a custom short film featuring exclusive footage from the forthcoming movie, in theaters May 1, 2026, the collaboration builds on the brand’s 20-year history with the franchise.

“‘The Devil Wears Prada 2’ is the perfect stage for our Mercedes‑Maybach S‑Class,” said Christina Schenck, vice president of digital and communications and investor relations at Mercedes-Benz AG, in a statement.

“After 20 years, we celebrate the film’s return with an equally stylish and prominent placement of the vehicle,” Ms. Schenck said. “With its sophisticated design and uncompromising excellence, the Maybach brand mirrors the self‑confident elegance embodied by the film’s main characters.

“Beautiful cars are timeless – and they never go out of style.”

Arriving in style
The new 2026 Mercedes‑Maybach S‑Class is the vehicle of choice for The Devil Wears Prada’s Miranda Priestly, the formidable editor-in-chief of fictional fashion magazine Runway, played by American actress Meryl Streep in the highly anticipated sequel.

In the film, the model carries Ms. Priestly through the streets of Manhattan and provides her a quiet sanctuary in the midst of the city’s relentless energy, one felt through details, from its hand-stitched interiors to the hushed close of its doors.

It is through demonstration that the campaign film subtly points to the luxury vehicle’s role as a statement maker, versus solely as a means of transportation.

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The 360-degree co-promotional campaign also includes key visuals for print and digital advertising, social media content, influencer partnerships and regional campaign variations timed to local market release dates.

A one-of-a-kind MANUFAKTUR Mercedes-Maybach S-Class featuring a Made to Measure interior inspired by the film, its characters and the New York setting has also been produced as a tribute to the brand’s bespoke craftsmanship program and will be deployed at premiere activations and marketing events globally.

Full circle
The vehicle at the center of the campaign recently celebrated its world premiere.

The updated model features a revised 4.0-liter twin-turbo V8 producing 530 horsepower, an increase of more than 30 horsepower over its predecessor, and carries a starting price above $207,150.

The brand’s connection to the fashion-favorite film began in 2006, when the Mercedes-Benz S-Class appeared in the original Devil Wears Prada. Two decades on, the sequel reunites the full original cast: Ms. Streep stars alongside American actress Anne Hathaway, as well as British actress Emily Blunt and American actor Stanley Tucci.

The brand’s connection to the fashion-favorite film began in 2006, when the Mercedes-Benz S-Class appeared in the original Devil Wears Prada. Image credit: Mercedes-Maybach

For Maybach, the Devil Wears Prada 2 placement represents a deliberate alignment between automotive ultra-luxury and one of fashion’s most recognizable portrayals of power dressing. The campaign also coincides with Mercedes-Benz’s broader 140th anniversary year, which the company is marking through a global tour of 140 destinations across six continents (see story).

Though Mercedes-Maybach frequently reaches beyond the automotive world, using cultural partnerships to promote the S-Class (see story), The Art of Arrival comes with the throughline of sponsorship with continuity, remaining unique to the marque’s story.

“In ‘The Devil Wears Prada 2,’ the art of the arrival is critical,” said Lylle Breier, EVP of partnerships, promotions, synergy and events at Disney, in a statement.

“We are thrilled to collaborate with Maybach, a brand where uncompromising craftsmanship meets timeless luxury.”

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Mercedes-Maybach takes to driver’s seat for ‘The Devil Wears Prada 2’

Mercedes-Maybach takes to driver’s seat for ‘The Devil Wears Prada 2’

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