The Devil Wears Prada 2: The Estimated Impact of Each Outfit is $2 million

This projection clearly illustrates the rise of an economy where clothing in films has become a measurable asset for the luxury industry. To arrive at this valuation, the methodology adopted by Launchmetrics analyzes visibility in the international press, social media presence, and the distribution of digital content associated with the looks.

Twenty years after the first film, The Devil Wears Prada 2 is highly anticipated by fans of the iconic characters Miranda Priestly, portrayed by Meryl Streep, and Andy Sachs, played by Anne Hathaway. For a production with such high global exposure, the impact is amplified by the release of behind-the-scenes images and their viral circulation across platforms, which continues well beyond the film’s theatrical release.

By way of comparison, the data analytics firm estimates that an international fashion week generates an average of between $150 million and $250 million in global Media Impact Value. This figure encompasses all fashion houses, runway shows, invited celebrities, and global media coverage.

Compared to these figures, the estimated $2 million in MIV for a single outfit in The Devil Wears Prada 2 does indeed seem enormous and helps explain the luxury industry’s interest in this cinematic medium.

Comparing it to other productions also helps shed light on this phenomenon. The series “Emily in Paris,” for example, generated approximately $63 million in Media Impact Value for its second season, a figure driven by the repetition of looks and their viral spread on social media.

Ridley Scott’s film “House of Gucci” is significant: its launch campaign and media exposure generated approximately $27 million in Media Impact Value, supported by the power of the Gucci brand integrated into the narrative and by a global communication strategy heavily focused on the costumes.

On a different note, Netflix’s series “The Crown,” centered on the British monarchy, also illustrates a production’s ability to generate measurable media impact value for luxury houses. Analyses from Launchmetrics indicate that the series generates tens of millions of dollars in MIV per season across the fashion, jewelry, and accessories segments, thanks to the recreation of historical wardrobes.