Having already showcased spectacular product placement in the film *Frankenstein*, the American jeweler Tiffany & Co. is repeating the feat through a major partnership with Hollywood studio 20th Century Fox for the film *The Devil Wears Prada 2*.
As the film season and the Cannes Film Festival get underway, Tiffany & Co. steals the spotlight from the actresses of The Devil Wears Prada 2 during a scene set in Milan.
This elevation of the brand to star status, closely linked to cinema since Breakfast at Tiffany’s by Stanley Donen (1961)—adapted from Truman Capote’s novel Breakfast at Tiffany’s—is reflected in its products and the film’s set, a boutique used for filming in 2025.
Backed by a major partnership with 20th Century Studios (formerly 20th Century Fox), the LVMH Group jeweler highlights one of the standout pieces from its 2022 Blue Book Haute Joaillerie collection: a necklace featuring an aquamarine.
Ready for anything
At the sight of this cover photo, connoisseurs already know what it’s all about and, above all, the role this necklace plays in The Devil Wears Prada 2. A sculptural piece made for the red carpet that could very well find its place at the next Cannes Film Festival.
Crafted in platinum and set with an emerald-cut aquamarine weighing over 31 carats, the necklace is enhanced by eight princess-cut diamonds and 328 baguette diamonds totaling over 58 carats. It is worn in the Maison’s iconic boutique on Via Montenapoleone by Emily Charlton (aka Emily Blunt), the highly ambitious former British N+1 of the film’s heroine, Andrea “Andy” Sachs.
The aquamarine was not chosen at random, as its hue is reminiscent of another star of the first film—now a trend in fashion and interior design—cerulean blue.
A product placement like no other
Unlike traditional product placement, this beautiful piece is integrated into the script and aligns with one of the characters’ personalities and her desire for social advancement. For while traditional product placement, as seen in the James Bond franchise, serves merely as a backdrop—featuring Aston Martins or Bollinger champagne—a piece of jewelry, worn directly by the film’s actors, fallsunder the purview of the costume designer and director, Molly Rogers and David Frankel, respectively. However, quite often—as was the case in the first installment of *The Devil Wears Prada*—the brands on screen are the costume designer’s doing: either loans from personal contacts in the fashion industry (notably the Rick Owens pieces worn by Emily Blunt in the first film), or personal purchases made on behalf of the production.
But when it comes to official and more sophisticated product placement, seamlessly integrated into the storytelling, brands turn to the company founded by Kathryn Vanderveen, a specialist in jewelry product placement—a field she has had ample opportunity to hone since Casino by Martin Scorsese (1995). However, this approach, which was unique in its early days, has gained momentum with houses like Bvlgari (Casino, House of Gucci) or Tiffany & Co (The Great Gatsby, Death on the Nile) no longer hesitating to insert themselves into the scripts of certain blockbusters.
For The Devil Wears Prada 2, the collaboration extends beyond the necklace. Other extraordinary pieces are highlighted in this second installment, including a pair of Elsa Peretti® Bone Cuff bracelets in platinum, each adorned with over 100 hand-set diamonds, as well as ivory-striped T by Tiffany sunglasses with gradient gray lenses.
The jewelry house doesn’t stop there. Other extraordinary pieces are highlighted in this second installment, including a pair of Elsa Peretti® Bone Cuff bracelets in platinum, each adorned with over 100 hand-set diamonds, as well as ivory-striped T by Tiffany sunglasses with gradient gray lenses.
More than just products, the brand also lent its boutique on Via Montenapoleone in Milan to serve as the setting for one of the film’s pivotal scenes. An immersive window display inspired by the film is also on view through the end of May 2026.
This new cinematic presence for the Fifth Avenue jeweler—especially with The Devil Wears Prada 2—allows the brand to consolidate its position at the intersection of fashion, cinema, and modern culture. Furthermore, the House, which has been losing momentum over the past two years, hopes to reach a new audience through the silver screen and its red-carpet stars.
Last October, Tiffany & Co. had already made a splash by becoming the first jeweler to partner with Netflix for the release of Guillermo del Toro’s film Frankenstein, starring Jacob Elordi in the title role. Twenty-seven pieces of jewelry and accessories were featured throughout the film.
Read more > Natalie Portman to the rescue for Tiffany & Co
Featured photo: © Tiffany & Co
