The Devil Wears Prada 2's Starbucks Collaboration: A Strange Brew of Nostalgia
The announcement of a Starbucks tie-in for The Devil Wears Prada 2 has left many with a peculiar aftertaste, akin to a poorly crafted coffee blend. This theatrically released film, focusing on the glossy magazine world, arrives at a time when both cinema attendance and print media are in steep decline. The partnership feels like a deliberate nod to a bygone era, yet it raises questions about its relevance in today's market.
An Awkward Alignment of Fading Industries
At its core, The Devil Wears Prada 2 is a movie about glossy magazines, released when few people frequent cinemas or purchase such publications. To compound this sense of disconnect, the film has unveiled a brand partnership with Starbucks, offering a secret menu of drinks inspired by characters like Miranda Priestly and Andy Sachs. Miranda's order, for instance, is a no foam, extra shot, extra hot caffe latte with non-fat milk, while Andy's is an oatmilk cappuccino with caramel and cinnamon. However, this collaboration seems out of step with contemporary consumer habits, as Starbucks has lost much of its aspirational appeal over the years.
In the mid-2000s, Starbucks represented a premium coffee experience and a sophisticated third space, even publishing its own magazine and launching a record label. Today, the brand is often criticized for overexpansion and a decline in quality, with many avoiding its outlets due to issues like malfunctioning facilities or subpar food. A viral TikTok video contrasts a 1990s customer praising Starbucks as a lifestyle with a 2026 counterpart lamenting unsanitary conditions, underscoring this shift.
Nostalgia as a Driving Force
Perhaps The Devil Wears Prada 2 is not merely a film but an elaborate exercise in mid-noughties nostalgia cosplay. It may cater to audiences yearning for a simpler time, before events like Brexit and Trump reshaped the global landscape. This era evoked memories of financial stability, leisurely coffee breaks with thick magazines, and crowded cinema screenings without modern discomforts. The Starbucks tie-in, while seemingly misaligned, could be a strategic move to tap into this sentimental longing, positioning the film as a throwback to perceived golden days.
Yet, this approach risks feeling outdated. As industries evolve, partnerships like this highlight a reluctance to adapt. Some critics argue that a tie-in with a more contemporary brand, such as Greggs, might have better resonated with current trends. Nonetheless, the film's success remains uncertain, and only time will tell if this nostalgic gamble pays off or leaves audiences with a bitter aftertaste.
