What would Miranda Priestly say about being associated with a pair of drug store nail clippers?<\/p>\n\n\n\n
Ahead of the release of \u201cThe Devil Wears Prada 2,\u201d<\/a> grooming company Tweezerman launched a limited-edition collection of tweezers, nail clippers and nail files in a licensing partnership with the film to promote the hotly anticipated sequel.<\/p>\n\n\n\n Miranda, who embodies what it means to live at the unattainable top of the luxury fashion food chain, would never.<\/p>\n\n\n\n From the outside, yes, the brand collab-heavy roll-out around \u201cThe Devil Wears Prada 2\u2019s\u201d has seemed like a lot \u2013 branded Diet Coke packs, Starbucks commercials, special Smartwater bottles and lots of things that don\u2019t involve beverages. Some of those partnerships have seemed like the antithesis of the chic vibe that\u2019s been the film\u2019s hallmark since 2006.<\/p>\n\n\n\n But, like a lumpy blue sweater that wants its cerulean origins to be told, there\u2019s more to the story.<\/p>\n\n\n\n First, it\u2019s important to understand the difference between official collaborations and licensing deals. In an official capacity, the movie paired with: L\u2019Oreal Paris, Smartwater, Diet Coke, Starbucks, Samsung Galaxy, Lanc\u00f4me, TRESemm\u00e9, Havaianas, Grey Goose, Google, Mercedes Benz, Tiffany & Co., Dior and Valentino fragrance.<\/p>\n\n\n\n Meanwhile, many other brands entered into licensing partnerships with the studio, including Walmart, Tangle Teezer, Old Navy, Lulus and Tweezerman, which is why you\u2019re seeing the \u201cDevil Wears Prada 2\u2019s\u201d logo on a pair of nail clippers.<\/p>\n\n\n\n On the official side of things, Lylle Breier, EVP of partnerships, promotions, synergy and events at Disney, told CNN the studio\u2019s aim was to curate a campaign that felt \u201clike a fashion collection,\u201d something that made sense together but had unique qualities, too.<\/p>\n\n\n\n Major motion pictures partnering with brands to promote movies is the norm now, a practice that has evolved as quickly as technology has since the iPhone was invented in 2007, which can sometimes feel like an attack on your nervous system.<\/p>\n\n\n\n It\u2019s become a lot less about producing collector\u2019s edition action figures for McDonald\u2019s Happy Meals and more about creating a cultural moment \u2013 a phrase that came up a lot when Breier discussed their strategy for the sequel \u2013 to sustain a movie\u2019s lifespan in the conversation.<\/p>\n\n\n\n \u201cBarbie\u201d \u2013 which, to be fair, was a movie about a toy \u2013 proved that there was very little in the way of collabs movies couldn\u2019t at least try to make work. See: the \u201cBarbie\u201d-themed candle that aimed to capture what one candle executive called<\/a> a \u201cnew doll smell.\u201d (\u201cBarbie\u201d was produced by Warner Bros., which shares a parent company with CNN.)<\/p>\n\n\n\n