March 13, 2026 – TRESemmé is stepping onto the runway with Hollywood fashion royalty, showcasing its new A-List Collection of elevated hair care styling products through a cinematic campaign partnered with The Devil Wears Prada 2.
Created by Gravity Road, part of The Brandtech Group, the campaign features a series of TV commercials and a large-scale social rollout starring fashion designer Christian Siriano and reality star Paige DeSorbo, set backstage at New York Fashion Week, where TRESemmé has long been a sponsor.
The hero TV spot will debut during the Oscars broadcast, with other elements rolling out across digital and social platforms as part of an expansive campaign designed to bring the collaboration to culture.
The film plays like a lost scene from the iconic fashion franchise. Amid the chaos of backstage prep, Siriano delivers urgent news that Miranda Priestly is in the front row. The problem? Paige’s hair is not quite A-List yet. What follows is a rapid backstage transformation powered by the new TRESemmé range, culminating in Paige’s triumphant runway moment and a rare approving nod from Miranda herself.
Packed with Easter eggs for fans of the original film, from cerulean fashion references to the tension of backstage runway prep, the spot blends cinematic storytelling with beauty transformation, positioning the new A-List Collection as the insider secret behind runway-ready hair.
The campaign was produced as part of Gravity Road’s super shoot model, generating a hero film alongside dozens of social films and cutdowns designed to travel across platforms and sustain conversation around the collaboration.
Alongside the TV commercial series, the campaign launches a wide range of social content showcasing different hair transformations from the A-List collection, highlighting how the products deliver editorial, runway-ready styles. The work leans into the glamour and high-stakes drama of fashion week while bringing the playful tone and quotable attitude that made the film franchise iconic. Collectively, also a Brandtech Group company, handled creator marketing for the initiative, bringing the campaign’s themes further to life through activations with various creators and influencers.
“For the past 20 years, TRESemmé has been the leading haircare brand sponsoring shows at New York Fashion Week, so collaborating with ‘The Devil Wears Prada 2’ as the signature hair brand felt like a natural fit for our upcoming campaign,” said Bobby McMaster, Head of Marketing, TRESemmé US. “The new creative for ‘Get Your Hair on the A-List’ features the return of Paige DeSorbo as the brand’s new Chief A-List Officer in a way that captures the glamour, drama and insider energy of the runway. The campaign is about blending cinematic aspiration with real-world accessibility, so launching it through one of fashion’s most iconic film franchises and debuting the campaign during the Oscars felt like the perfect stage.”
“The Devil Wears Prada is one of those rare cultural touchstones where fashion, film and fandom collide” said Sophie Cullinane, Global Executive Creative Director at Gravity Road “We wanted the campaign to feel like a scene that had somehow escaped the movie and landed backstage at New York Fashion Week. TRESemmé has been trusted backstage for years, so this was our chance to dramatise that truth with the glamour, humour and insider energy the franchise deserves.”
The campaign launches across TV, digital and social, positioning the TRESemmé A-List Collection as the backstage essential for runway-ready hair.
The campaign was directed by Max Bartick and produced by Caviar.
