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Samsung’s ‘The Devil Wears Prada 2’ Campaign Positions Galaxy S26 Ultra Phone as the Assistant You Didn’t Know You Needed

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission. After a highly publicized press tour and a slew of collaborations — from nail files to vodka — “The Devil Wears Prada 2” is finally out in the world, having released in theaters on May 1. Ahead of its long-awaited arrival, Samsung was one of the brands to enter the glitzy, high-stakes universe of Runway Magazine: unveiling an ad spot starring Helen J. Shen, who plays Andy Sachs’ assistant, Jin Chao, in the sequel (yes, she has one in her new role as head of the features department, working under Miranda Priestly once again). While the character has already managed to stir up controversy, especially in Asia where some social media users believe Chao’s demeanor, appearance, and lines feed into harmful stereotypes, Samsung’s advertisement achieves the opposite effect: positioning Shen-slash-Chao as someone who saves an entire photoshoot at the last minute by identifying precisely the outfit Priestly has requested, all with the help of Samsung’s cutting-edge “Circle to Search” feature. At the center of this unexpected collaboration is the tech giant’s circa-2026 Galaxy S26 Ultra phone —boasting bells and whistles like the world’s

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