Samsung launches Galaxy S26 Ultra global tie up with The Devil Wears Prada 2 as Helen J. Shen leads stylish campaign ahead of film release

Samsung has announced a major global collaboration for the launch of Samsung Galaxy S26 Ultra alongside the theatrical release of The Devil Wears Prada 2, blending premium smartphone marketing with one of fashion cinema’s most recognisable franchises.

The campaign was unveiled on April 22 and centers on a custom promotional film featuring actress Helen J. Shen in character as Jin. In the campaign, she uses Samsung’s Circle to Search with Google feature on the new Galaxy S26 Ultra to solve a last minute fashion request tied to the demanding world of Miranda Priestly.

The move signals Samsung’s growing strategy of linking flagship devices with entertainment, culture and high visibility global moments rather than relying only on traditional product advertising.

Samsung’s collaboration extended beyond digital marketing and moved directly onto the red carpet during the world premiere of The Devil Wears Prada 2 at Lincoln Center on April 20.

At the event, Samsung introduced what it described as the first ever Runway Cam #withGalaxy experience. Using the Galaxy S26 Ultra, the company captured celebrity arrivals and fashion looks in cinematic quality designed for both premium visuals and social media sharing.

The activation placed the smartphone in a natural lifestyle setting where photography, style and celebrity culture intersect, reinforcing Samsung’s message that the device is built for users who want professional level imaging in everyday moments.

Several well known personalities participated in the Galaxy S26 Ultra photo experience during the premiere. Among them were Helen J. Shen, Simone Ashley, Justin Theroux, Lucy Liu, Heidi Klum, Paige DeSorbo, Hannah Berner and Winnie Harlow.

The premiere itself also featured the return of the film’s celebrated cast, with Anne Hathaway, Stanley Tucci, Meryl Streep and Emily Blunt appearing together in New York.

For Samsung, the event offered global visibility through entertainment media, celebrity photography and social platforms all at once.

Samsung also leaned into creator culture through Haley Kalil, who attended the premiere and showcased how she used her Galaxy S26 Ultra while preparing for the event.

Kalil said she is a fan of the original Devil Wears Prada film and enjoyed seeing the worlds of fashion and Samsung come together on the red carpet. She also highlighted features from the Galaxy S26 series for followers across social media.

This approach reflects how modern smartphone launches increasingly depend on creator ecosystems, where influencers demonstrate real world use cases rather than brands relying only on technical specifications.

One of the most prominent features in the collaboration is Circle to Search with Google, a tool that allows users to search directly from images or on screen content by circling an object.

Samsung positioned the feature as ideal for fast paced fashion scenarios, helping users instantly identify clothing items, accessories or style references. In the campaign video, Helen J. Shen’s character uses it to quickly locate the exact outfit requested by Miranda Priestly.

By showcasing the feature through entertainment storytelling, Samsung gives consumers a clearer sense of practical value rather than presenting it as a purely technical tool.

Samsung Electronics America Chief Marketing Officer and Vice President of Mobile eXperience Keena Grigsby said collaborations for Samsung go beyond simple brand associations.

According to the company, the goal is to work with people and brands that reflect its diverse customer base while celebrating innovation. Samsung also said it was pleased to continue working with Google to spotlight Circle to Search on a global stage.

From the film studio side, executives said the partnership helps extend the story beyond cinema screens into today’s fashion culture through immersive and modern audience experiences.

The smartphone market has become intensely competitive, with premium devices often sharing similar hardware strengths. As a result, emotional branding, culture driven campaigns and lifestyle positioning now play a bigger role in purchasing decisions.

By partnering with The Devil Wears Prada 2, Samsung gains access to a franchise strongly linked with fashion, confidence and aspirational city life. Those themes align naturally with a flagship phone focused on design, camera quality and smart tools.

The campaign also places the Galaxy S26 Ultra in front of film fans who may not normally follow technology launches.

The sequel arrives twenty years after the original The Devil Wears Prada became a cultural phenomenon. The new film reunites Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci.

It is directed by David Frankel, written by Aline Brosh McKenna, and produced by Wendy Finerman.

The movie is scheduled for theatrical release on May 1, giving Samsung a timely global platform just as excitement builds around the sequel.

Samsung’s Galaxy S26 Ultra collaboration with The Devil Wears Prada 2 shows how flagship smartphone marketing is evolving beyond hardware launches into broader cultural storytelling. With red carpet glamour, celebrity visibility and useful AI powered tools like Circle to Search, Samsung has created a campaign designed to feel stylish, relevant and globally shareable.