The “Bitchota” of pop has met the “Genius” of rap, and Los Angeles is their canvas. To celebrate the theatrical release of The Devil Wears Prada 2, the high-fashion music video for the soundtrack’s lead single, “Runway” by Lady Gaga and Doechii, is currently being projected onto the facades of premier designer stores across Los Angeles.
From the palm-lined streets of Rodeo Drive to the avant-garde boutiques of Melrose Avenue, the Parris Goebel-directed visual has turned the city’s luxury retail district into an immersive cinematic experience.
Fans have spotted the larger-than-life projections beginning at dusk on Monday, May 4, 2026. The guerrilla-style marketing campaign features the video’s most striking moments including the viral “shared red blazer” opening beamed onto the white-washed walls of iconic fashion houses.
• Rodeo Drive, Beverly Hills: Projected onto several flagship boutiques near Wilshire Blvd.
• Melrose Place: Spanning the walls of high-end concept stores.
• The Grove: A massive display near the fountain area to coincide with the film’s premiere week.
The Lady Gaga Doechii Runway music video LA campaign is part of the massive rollout for The Devil Wears Prada 2, which hit theaters on May 1, 2026. The song, produced by Bruno Mars and Andrew Watt, has already become a house-pop anthem, peaking at #3 on the Global Spotify charts.
Doechii, who recently stunned at the 2026 Met Gala by walking the carpet barefoot in Marc Jacobs, has been vocal about her admiration for Gaga. “She’s an absolute genius,” the rapper told reporters. “She taught me how to treat fashion as a performance, not just a costume.”
The video itself is a feast of “Costume Art,” perfectly aligned with the 2026 Met Gala theme. Choreographed and directed by Parris Goebel, the visual features:
• Sculptural Couture: Dancers in “high fashion whirling dervish” ensembles.
• Avant-Garde Gaga: A metallic blue headpiece shaped like a hand, topped with a crystal veil.
• Vibrant Doechii: A fuchsia feather burst hat that has already inspired countless TikTok recreations.
This “Fashion as Art” marketing strategy bypasses traditional billboards, turning the very stores mentioned in the film’s lore—like Chanel and Hermès—into the screen itself. It’s a full-circle moment for Lady Gaga, whose career has always existed at the intersection of pop music and the runway.
