Does advertising wear Prada?

From the clothes consumers wear to the way they behave, fashion and advertising shape industries that pump millions of dollars into the global economy, says Janaina Langsdorff, editor at Propmark, São Paulo.

“That blue represents millions of dollars and countless jobs. And it’s sort of comical how you think that you’ve made a choice that exempts you from the fashion industry when, in fact, you’re wearing the sweater that was selected for you by the people in this room”.

This dressing-down by Miranda Priestly, played by actress Meryl Streep, to her assistant Andy Sachs, portrayed by Anne Hathaway, in The Devil Wears Prada 1, illustrates what happens in the advertising world as well. A sequel to the film was released last April.

Ad agencies also dictate trends. Even without realising it, people find themselves humming a jingle, listening to remakes of classics, buying products advertised with messages that moved them, hiring services that proved relevant to their lives, or even wearing the exact outfits sported by commercial protagonists.

Chic

It is not uncommon for a campaign theme to become a talking point. For Mother's Day, celebrated on May 10, the Brazilian beauty brand O Boticário addressed the "empty nest" syndrome. A mother never forgets the moment she first brought her baby home in her arms. From joy to solitude, it is equally unforgettable when that child grows up and decides to move out. Even knowing that children must eventually spread their wings, this sudden emptiness weighs heavily on the heart. Created by AlmapBBDO, the film Despedidas (Goodbyes) paid tribute to the holiday, which is always celebrated on the second Sunday of May in Brazil.

The campaign generated the highest engagement in the brand's history. Launched on April 14th, it garnered over 40 million organic views in just five days – a 511% surge compared to the 2025 Mother's Day campaign. It also amassed one million likes and one million shares.

Last year, AlmapBBDO won The Dan Wieden Titanium Lion with ‘Pedigree Caramelo’, a case developed for Mars. Caramelo (Caramel) is the nickname Brazilians give to stray, mixed-breed dogs. While these pups are widely beloved, they often overcrowd shelters. The campaign's goal was to encourage adoption. Chic, isn't it?

The blueprint

Have you ever seen anyone walking through a mall wearing a Miuccia Prada design fresh off the world's top runways? Paris, Milan, London, and New York set trends, discover designers, and drive the global market. It is meant to inspire.

The same goes for Cannes Lions, a runway of ideas capable of guiding the next steps of the creative industry. Multitudes are influenced by the creations showcased on the stages of the Lumière and Debussy theaters, the main auditoriums of the Palais des Festivals in Cannes, where the awards have been held since 1984.

These are projects with the power to scale, reshape communication aesthetics, and catapult names into global stardom, weaving together creativity, cultural relevance, and business results. However, all this power does not grant a license to disrupt the market with results manipulated by artificial intelligence. In fact, the Festival's organisers have tightened the rules regarding this.

Much like fashion designers, creative professionals shape attitudes and markets. With every piece envisioned, they shatter norms in avant-premières turned into spectacles, and big business. What would Miranda Priestly say about that? Do advertisers wear Prada too?