• by Sarah Mahoney , Yesterday

Zillow is testing its taste against Miranda Priestly's exacting real estate standards, as the online property platform signs on as a brand partner of the upcoming "The Devil Wears Prada 2."

It's joining a long list of previously announced brand partners, including beauty brands L'Oréal Paris, TRESemmé and Tweezerman, spirits marketer Grey Goose and beverage brands Diet Coke and Smartwater.

Zillow's campaign is built around a hero spot set in the Runway offices, where a trio of editors scrambles into high alert when their legendary editor in chief, Miranda Priestly, pronounces that she is "sick of the skyline." The staffers use Zillow Rental's filters as they screen for park views, southern exposure and absolutely no beige -- or carpets.

Zillow says the idea behind the effort is both to tap into the film's lore, and resonate with anyone who's ever struggled to balance their real-estate wish list with current reality.

"Everybody wants this. And for us, it's very intentional," said Beverly Jackson, Zillow's vice president of brand, product and integrated marketing, in the announcement. "Renting is a huge, emotional decision, and we want Zillow to be the first place people think of when that moment hits. 'The Devil Wears Prada' world is such an iconic part of culture, so this collaboration lets us connect to that conversation in a way that's both relevant and genuinely useful."

The film, from 20th Century Studios, arrives in theaters May 1, 20 years after the original made Priestly's impossible demands famous. Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci are all reprising their roles.

This is the latest in a flurry of brand moves designed to broaden Zillow's cultural reach. It recently became an official partner of Major League Baseball and unveiled Zillow for Warcraft, a new way to explore homes within the popular World of Warcraft game.

With renters clearly in its sights, the timing makes strategic sense. In the company's most recent quarterly results, total revenue climbed 18% to $654 million, with revenue from "For sale" properties rising 11% to $475 million, while revenues in the rental division jumped 45% to $168 million.