Auction powerhouse Christie’s has announced an extraordinary online charity sale featuring iconic screen-worn costumes, high-fashion accessories, and exclusive cinematic experiences from 20th Century Studios’ highly anticipated sequel, The Devil Wears Prada 2. Timed to coincide with New York Fashion Week (NYFW), the online bidding window opens on September 1 and runs through September 15, offering fashion enthusiasts and film memorabilia collectors unprecedented access to haute couture pieces worn by Hollywood royalty.
The initiative, championed by Academy Award-winner Meryl Streep, brings together top-tier designer wardrobes showcased in the film alongside showstopping looks from related pop-culture moments. All net proceeds from the auction will be split equally between two influential non-profit organizations: the Committee to Protect Journalists (CPJ), which advocates for press freedom and global reporter safety, and the Council of Fashion Designers of America (CFDA), which nurtures emerging talent and sustains the American fashion ecosystem.
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| AUCTION AT A GLANCE |
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| Auction House | Christie’s (Online Sale) |
| Bidding Window | September 1 – September 15 |
| Public Exhibition | September 8 – September 13 (Rockefeller Plaza HQ, NY) |
| Supporting Studio | 20th Century Studios (*The Devil Wears Prada 2*) |
| Key Beneficiaries | Committee to Protect Journalists (CPJ) & CFDA |
| Offered Lots | 20 curated lots featuring wardrobe, jewelry, and experiences|
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The 20-lot catalog includes screen-worn garments and accessories from key cast members, including Meryl Streep (Miranda Priestly), Anne Hathaway (Andy Sachs), Emily Blunt (Emily Charlton), Stanley Tucci (Nigel Kipling), and Simone Ashley, alongside global pop icon Lady Gaga.
Key Highlights of the Auction Catalog
Andy Sachs’s Gabriela Hearst Hamptons Dress: A colorfully patterned maxi dress worn by Anne Hathaway during an external location shoot in the Hamptons. In a cheeky nod to screen continuity, the garment is offered complete with the cinematic "salad stain" sustained during the scene. (Estimate: $3,000 – $4,000)
Miranda Priestly’s Power Wardrobe: Key pieces defining the legendary editor-in-chief’s refreshed aesthetic, including a Dries Van Noten tassel jacket, a sculptural black-and-white Schiaparelli jacket, fine jewelry by Vhernier, and a prototype pair of Valentino Garavani Rockstud pumps, which will be personally autographed by Meryl Streep.
Emily Charlton’s Power Ensemble: A sharp Dior tailored suit worn by Emily Blunt during an onscreen power-lunch scene opposite fashion icon Donatella Versace, paired with Tiffany & Co.’s legendary Elsa Peretti Bone Cuff.
Milan Fashion Week Runway Looks: Statement archival pieces from Dolce & Gabbana featured prominently in a full-scale Milan fashion show sequence within the film.
The ‘RUNWAY’ Music Video Feather Dress: Extending beyond the film’s primary narrative frames, the sale features Lady Gaga’s dramatic "Bad Binch TongTong" black feathered dress, designed by Terrence Zhou, which appeared in her high-profile RUNWAY music video collaboration with artist Doechii. (Estimate: $15,000 – $20,000)
Chronology: The Road to the Rockefeller Plaza Auction
The path from the soundstage to the auction block reflects a carefully orchestrated synergy between cinematic production, fashion calendar timing, and high-stakes philanthropy.
TIMELINE OF EVENTS
Mid-2025 Late August Sept 1 – 15 Sept 8 – 13
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| Production | -------> | Catalog | -------> | Online | -------> | Public |
| Wraps | | Unveiled | | Bidding | | Exhibition |
| Film Shot | | Previews | | Live on | | at Christie|
| Wardrobe | | Published | | Christie's | | Rockefeller|
| Archived | | | | Platform | | Plaza HQ |
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1. Production Curation and Archival Selection
Following the principal photography wrap of The Devil Wears Prada 2, 20th Century Studios collaborated with the film’s costume design department and Christie’s luxury specialists to archive pivotal garments. Outfits were cataloged not only for their aesthetic merit and designer provenance but also for their specific narrative significance within the sequel.
2. Catalog Reveal and Strategic Alignment
In late August, Christie’s formally announced the upcoming sale, aligning the bidding window with New York Fashion Week (NYFW). This timing maximizes exposure among international fashion press, retail executives, design houses, and high-net-worth collectors gathering in Manhattan for the Spring/Summer fashion presentations.
3. Digital Bidding Commencement (September 1)
On September 1, the digital catalog went live on Christie’s global auction platform, opening global registration and advance bidding across all 20 lots.
4. Rockefeller Plaza Public Exhibition (September 8–13)
To offer fans and perspective buyers a close-up look at film costume craftsmanship, Christie’s will host a free public exhibition at its flagship headquarters in Rockefeller Plaza, New York City, running from September 8 through September 13. The showcase features mannequin displays of the garments in museum-quality gallery environments.
5. Final Lot Closures and Proceeds Distribution (September 15)
Bidding for the lots will close sequentially on September 15. Following buyer settlements, Christie’s will disburse the total net hammer proceeds directly to the Committee to Protect Journalists and the Council of Fashion Designers of America.
Supporting Data: Valuation Breakdown and Market Context
Hollywood costume memorabilia has seen exponential value growth in the secondary art market over the past decade. Wardrobe items from culturally resonant films routinely exceed initial pre-sale estimates due to their dual appeal as pop-culture history and wearable art.
Lot Estimates and Highlights
Lot Description
Associated Character / Performer
Key Designer / Brand
Narrative / Context
Pre-Sale Estimate (USD)
Feathered Avant-Garde Dress
Lady Gaga
Bad Binch TongTong (Terrence Zhou)
Worn in RUNWAY music video ft. Doechii
$15,000 – $20,000
Hamptons Printed Maxi Dress
Andy Sachs (Anne Hathaway)
Gabriela Hearst
Screen-worn (includes authentic salad stain)
$3,000 – $4,000
Autographed Rockstud Pumps
Miranda Priestly (Meryl Streep)
Valentino Garavani
Prototype pumps, signed by Meryl Streep
$2,500 – $3,500
Sculptural Power Suit
Emily Charlton (Emily Blunt)
Dior
Power lunch scene with Donatella Versace
$4,000 – $6,000
Tassel & Surrealist Outerwear
Miranda Priestly (Meryl Streep)
Dries Van Noten / Schiaparelli
Office and editorial sequence ensembles
$5,000 – $8,000
Sculptural Silver Wristwear
Emily Charlton (Emily Blunt)
Tiffany & Co. (Elsa Peretti)
Signature Elsa Peretti Bone Cuff worn on screen
$2,000 – $3,000
Market Analytics: The "Screen-Worn" Premium
Auctions featuring direct studio-sourced wardrobe items hold a distinct advantage in the luxury market: verifiable provenance. Unlike vintage garments sourced secondary markets, film production lots come directly from the studio archives, backed by screen continuity photos and studio documentation.
AUCTION VALUATION DRIVERS FOR FILM COSTUMES
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| Proven Studio Continuity |
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v
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| Cultural Impact of | | Designer & | | Celebrity Autograph |
| Film Intellectual Prop| | Brand Prestige| | & Screen Wear Notice |
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v
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| Premium Hammer Price Realization |
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Industry analysts project that the inclusion of unique screen anomalies—such as the intentionally preserved salad stain on Gabriela Hearst’s dress—will enhance bidding competitive behavior rather than suppress value. Narrative imperfections convert a pristine commercial garment into a unique prop, elevating its status among serious collectors.
Official Responses and Industry Stakeholder Commentary
The announcement of the auction has drawn enthusiastic commentary from key figures across the entertainment, fashion, and media sectors.
Hollywood Endorsement
Meryl Streep, whose defining performance as the formidable Runway editor-in-chief Miranda Priestly earned her an Academy Award nomination in the original 2006 film, championed the sale’s dual philanthropic purpose. In an official release statement supporting the initiative, Streep offered a succinct, characteristically spirited call to action:
"Get your gorgeous on in time for fall and bid up big."
— Meryl Streep
The Philanthropic Beneficiaries
The selection of beneficiaries connects the core narrative themes of The Devil Wears Prada—journalism and high fashion—with real-world advocacy and industry development.
The Committee to Protect Journalists (CPJ)
Representatives for CPJ emphasized the importance of high-visibility fundraising drives during an era of unprecedented global challenges for media personnel. Proceeds allocated to the organization will directly fund emergency assistance, legal defense funds, and physical safety resources for investigative reporters operating in high-risk zones worldwide.
The Council of Fashion Designers of America (CFDA)
For the CFDA, the auction proceeds will directly feed into educational grants, mentorship initiatives, and business development incubators aimed at supporting emerging American designers. Steven Kolb, CEO of the CFDA, noted that connecting screen style with the future generation of design talent ensures the long-term vitality of the American fashion landscape.
CHARITY PROCEEDS ALLOCATION
Total Net Auction Proceeds
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| 50% | 50%
v v
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| Committee to Protect Journalists | | Council of Fashion Designers |
| (CPJ) | | of America (CFDA) |
| - Journalist Safety Grants | | - Emerging Designer Mentorship |
| - Legal Defense Resources | | - Educational Scholarships |
| - Press Freedom Advocacy | | - Industry Sustainability Funds |
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Implications: The Evolving Convergence of Fashion, Film, and Commerce
The Christie’s Devil Wears Prada 2 auction marks an evolving business model for studio marketing, costume archiving, and high-end charitable fundraising.
1. Reimagining Studio Marketing Campaign Strategies
Traditionally, costume wardrobe archives were retained indefinitely in studio vaults or sold off through specialized Hollywood prop houses. The modern approach—partnering directly with premier auction houses like Christie’s during major cultural moments like New York Fashion Week—turns functional film wardrobe assets into a powerful global public relations platform.
TRADITIONAL WARDROBE LIFECYCLE MODERN INTEGRATED LIFECYCLE
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| Film Production Wraps | | Film Production Wraps |
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| |
v v
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| Studio Archival Vault | | Christie's Cataloging |
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v v
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| Private Liquidations | | NYFW Public Showcase |
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v
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| Global Online Auction |
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v
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| High-Impact Charity |
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2. High Fashion as Narrative Storytelling
By auctioning pieces designed by visionaries like Dries Van Noten, Daniel Roseberry for Schiaparelli, and Terrence Zhou, the sale underlines how contemporary costume design functions at the level of high art. Costumes are no longer treated as passive set dressing; they serve as dynamic character development devices that hold standalone aesthetic and financial value outside the theater.
3. Elevating Social Responsibility in Pop Culture
Aligning a major Hollywood release with press freedom (CPJ) and industry sustainability (CFDA) sets a progressive benchmark for future entertainment franchises. As film productions look for meaningful ways to engage audiences beyond the box office, secondary market charity sales provide a high-impact avenue for cultural and philanthropic outreach.
As the auction opens this September, fashion history enthusiasts, film lovers, and fine art collectors alike will have a rare opportunity to bid on pieces of contemporary pop-culture history—and directly support the critical work of press freedom and design innovation in the process.
