‘The Devil Wears Prada 2’ Lands As Luxury Fashion Fights To Pull Gen Z Into Its Orbit

BusinessRetail‘The Devil Wears Prada 2’ Lands As Luxury Fashion Fights To Pull Gen Z Into Its OrbitByPamela N. Danziger,Senior Contributor.Forbes contributors publish independent expert analyses and insights. Pam Danziger reports on retail, focused on the luxury consumer market.Follow AuthorMay 10, 2026, 12:20pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.SummaryLuxury fashion brands hope *The Devil Wears Prada 2* will attract Gen Z and revive a personal luxury market experiencing a two-year downturn. The industry has lost aspirational customers due to relentless price hikes and perceived declining value. Unlike millennials, Gen Z interrogates luxury, demanding transparency, authenticity, and ethical practices. They are often turned off by industry mistakes, including price increases and supply chain issues, finding many luxury products underwhelming for their cost. Consequently, Gen Z increasingly opts for luxury-for-less brands or the booming resale market, which now rivals the luxury sector in size. Traditional celebrity influence is also waning, with Gen Z seeking more authentic voices. Macy's "On 34th & Molly Rogers" collection, designed by the film's costume designer, offers an affordably priced, authentic alternative, potentially resonating with Gen Z's values without relying on celebrity or direct film licensing.Show More NEW YORK, NEW YORK - APRIL 20: (L-R) Anne Hathaway, Stanley Tucci, Meryl Streep and Emily Blunt attend the world premiere of The Devil Wears Prada 2 at Lincoln Center in New York, New York on April 20, 2026. (Photo by Mike Coppola/Getty Images for 20th Century Studios )Getty Images for 20th Century StudiosLuxury fashion brands are hoping that the release of The Devil Wears Prada 2 will spark enough interest among next-generation consumers—most especially Gen Z— to draw them into fashion’s ultra-premium tier and help lift a personal lux...