PETA has debuted a new “The Devil Wears Prada”-inspired ad calling for a ban on all animal skins in fashion.
The spot, which will run for two weeks before showings of “The Devil Wears Prada 2” in 100 theaters throughout the U.S., features a playful nod to the first “Prada.”
As a Stanley Tucci look-a-like delivers the iconic line, “Gird your loins,” his co-workers scramble to hide their animal skin clothing and accessories.
As the ad is coming to an end, a Miranda Priestly-like character is writing an email that reads, “Runway will no longer feature any fashion made from animal skins. No exceptions. That’s all,” before a tagline pops up on screen: “A Change of Heart Could Change Everything.”
“The fashion world has rightly turned its back on fur, but the use of leather, wool, and the skins of tormented wild animals by designers like Prada has everyone who loves or respects animals pursing their lips in disgust,” PETA president Tracy Reiman said in a statement. “PETA is calling on moviegoers to check the label before buying that cerulean sweater to make sure that no animal was harmed for what’s on the hanger. That’s all.”
The spot was created in collaboration with creative director Chris Carl.
In 1996, PETA claimed responsibility for an animal activist who tossed a dead raccoon onto Anna Wintour’s plate as she was eating lunch at the Grill of the Four Seasons in New York City.
“Anna wears fur hats,” the woman yelled and ran out before anyone could apprehend her, according to a New York Times story at the time.
Wintour reportedly kept calm as the raccoon was removed. “Merry Christmas,” she said to then Condé Nast president and CEO Steven T. Florio.
Thirty years later, in October 2025, Condé Nast officially banned new animal fur from its magazines’ editorial and advertising pages, including Vogue.
The “Prada” sequel, opening today, is expected to be a massive box office hit. The 20th Century Studios film starring Meryl Streep, Anne Hathaway, Emily Blunt and Tucci, pocketed $10 million at the box office in previews, Variety’s Jordan Moreau reported Friday morning. “It’s projected to earn between $75 million and $80 million in its opening weekend, but some estimates put it even higher at $90 million to $100 million due to the popularity of the original and the recent over-performance of Lionsgate’s ‘Michael,” Moreau wrote.
Internationally, “The Devil Wears Prada” sequel has made $40.5 million in its first two days after opening in 45 markets.
Watch the new PETA ad below.
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