Tiffany & Co. is once again leaning into its long-standing relationship with film, this time with a starring role in “The Devil Wears Prada 2,” which hit theaters globally today. The film marks a collaboration between the American jewelry brand and 20th Century Studios, placing the Milan flagship in a key scene during the fashion-driven film.

Shot on location in October 2025, the scene unfolds inside Tiffany’s Via Montenapoleone store, a space chosen by director David Frankel for its architectural presence and cultural resonance. The flagship, one of the brand’s most grandest European outposts and Tiffany’s largest in Europe, is rare to opens its doors for productions, making the cameo a notable moment. Located in the Neoclassical Palazzo Taverna built in 1835, the boutique space was chosen for the premier design award at the Prix Versailles 2025.

To extend the partnership beyond the screen, Tiffany has installed an immersive window display at the location through May, featuring the same Blue Book high jewelry necklace worn in the film — a platinum design set with a more than 31-carat emerald-cut aquamarine, alongside over 58 carats of diamonds.

The film also incorporates Elsa Peretti Bone Cuff designs in platinum with pavé diamonds on Emily Blunt as well as T by Tiffany sunglasses on Meryl Streep, weaving the brand into multiple wardrobe moments.

The placements speak to Tiffany’s broader strategy: leveraging pop culture as a storytelling vehicle. From “Breakfast at Tiffany’s” — arguably the most iconic brand presence in film history — to more recent projects like its involvement in Guillermo del Toro’s “Frankenstein” for Netflix, the house has consistently used cinema to reinforce its image across generations.