An evening of style, sophistication, and cinematic nostalgia unfolded as Glamour hosted an exclusive VIP Movie Night in celebration of The Devil Wears Prada. A standout element of the evening was the seamless integration of brand partners, each contributing to the overall experience in a way that felt both natural and elevated.
One of those partners was the premium French sparkling wine, Icetropez. We spoke to Keyler Valiatham, Head of Marketing for icetropez, about their collaboration with GLAMOUR.
GLAMOUR: How does this collaboration align with your brand’s identity or audience?
Keyler: This collaboration is a natural extension of icetropez’s identity. As a brand, we exist at the intersection of modern glamour, culture, and social moments.
Partnering with Glamour Magazine for the much-anticipated The Devil Wears Prada 2 allowed us to show up in a space where fashion isn’t just worn, it’s experienced and celebrated.
Our audience is style-conscious but effortless in their approach; they value quality, aesthetic, and the feeling of belonging to something culturally relevant. The exclusive screening spoke directly to that mindset. It’s not just about nostalgia for an iconic fashion film; it’s about engaging a community that understands fashion as a form of self-expression and identity.
By being part of this moment, icetropez reinforced its role as a lifestyle companion to these experiences - elevating the occasion while remaining true to our core values of confidence, ease, and understated sophistication.
GLAMOUR: What inspired your activation on the night?
Keyler: We provided an experience that felt effortlessly elevated and true to icetropez’s signature blend of modern glamour and ease. In the context of a screening like The Devil Wears Prada, our activation was designed to complement the fashion-led atmosphere while adding a sensory, social layer to the evening.
We created a moment that invited the guests to pause, connect, and indulge through beautifully styled brand touch points, curated serves and shareable experiences that felt both premium and playful. To us, it was less about a traditional “activation” and more about enhancing the overall mood of the night.
GLAMOUR: Why are moments like this important for connecting with your audience in real life?
Keyler: Culturally relevant moments like these are essential because they bring the brand to life in a way that goes far beyond traditional visibility. An event like this, in partnership with GLAMOUR Magazine and centred around The Devil Wears Prada 2, allows us to engage with our audience in a setting that reflects their lifestyle: fashion-forward, social, and culturally resonant. It’s about meeting them where they already are, in spaces that inspire them.
These experiences also create a sense of community. They give our audience the opportunity to connect not just with the brand, but with each other through shared taste, shared values, and shared moments. That’s where lasting brand affinity is builtin real interactions, authentic environments, and experiences that feel both aspirational and accessible.
