Samsung Electronics has launched a global campaign in collaboration with the film The Devil Wears Prada 2, bringing together fashion and appliance technology to highlight its latest AI powered laundry solutions. The campaign centres on Samsung’s Bespoke AI Laundry Combo and positions it within a high fashion narrative.
The campaign film features a stylised depiction of premium red fabric, drawing on fashion symbolism to demonstrate how delicate garments can be handled using advanced washing technology. The focus is on fabric care, with the product positioned as capable of maintaining quality while delivering effective cleaning.
Samsung’s Bespoke AI Laundry Combo is equipped with AI Wash and Dry Plus technology, which identifies fabric types in smaller loads and adjusts washing parameters accordingly. The system optimises factors such as water level, spin speed and cycle duration to match the specific requirements of each load, aiming to improve both efficiency and garment care.
As part of the rollout, Samsung has also launched digital out of home activations in key global markets. A primary installation has been set up at Piccadilly Circus in London, with additional displays planned across locations in South Korea, including high traffic areas in Seoul such as Myeongdong and Gangnam.
The campaign reflects Samsung’s broader strategy of integrating product innovation with cultural partnerships, using entertainment and fashion contexts to communicate technology features. The association with The Devil Wears Prada 2 aligns the product with themes of style and precision, while reinforcing its positioning in the premium appliance segment.
