Google gives us some closet chaos

Ever dreamt of having a couture moment? Getting the chance to try on some of the hottest runway looks? 

Well, Google Shopping’s ‘Try On in Search’ feature might just bring you one stiletto-step closer.

In the lead up to the theatrical release of The Devil Wears Prada 2, Google Shopping teamed up with 20th Century Studios and creative agency 72andSunny NY to bring the fashion house experience to the public.

Created for Instagram, the campaign leads with a film, Closet Chaos, starring Simone Ashley and Stanley Tucci in their Devil roles, Amari and Nigel. 

Directed by Dime Davis via Merman, the pair exchange a tongue-in-cheek duel of witty barbs while exploring the closet of the movie’s fictional magazine RUNWAY, trying to find the ideal dress for a gala.

Nigel showcases Google’s search features by looking for a ‘devastatingly chic and runway-ready’ outfit online. He then uses the ‘Try On in Search’ tool to experiment with various styles, displayed on an image of Amari, before finally landing on a satisfactory statement piece, which she can already see herself in, literally.