Samsung Electronics partners with The Devil Wears Prada 2 for Bespoke AI laundry campaign

Samsung Electronics has announced a marketing collaboration with the film The Devil Wears Prada 2 to promote its Bespoke AI Laundry Combo.

The campaign includes a video that integrates fashion elements from the film with Samsung’s AI-powered laundry technology, highlighting fabric care capabilities.

The Bespoke AI Laundry Combo features AI Wash & Dry+, which detects fabric types in smaller loads and adjusts settings such as water level, spin speed and cycle duration to optimise washing and drying performance.

As part of the campaign rollout, Samsung has launched a digital out-of-home (DOOH) activation at Piccadilly Circus in London. The campaign will also extend to other global markets, including South Korea, with placements in high-traffic locations such as Myeongdong and Gangnam Station in Seoul.

According to Sang Jik Lee, EVP and Head of Sales & Marketing for the Digital Appliances business at Samsung Electronics, the collaboration aims to highlight the intersection of fashion and technology through the brand’s latest laundry solutions.

The Devil Wears Prada 2, produced by 20th Century Studios, was released in cinemas on May 1, 2026.