It’s only apropos that Zoolander 2, a film about beautiful people’s supernatural abilities to help market luxury goods, would have a razor-sharp ad campaign to match. The PR team for the long-awaited sequel to Ben Stiller‘s 2001 haute couture comedy toyed with the film’s title in jokes both clever (stylizing the title to mimic Chanel No. 2 adverts on posters was an inspired move) and so stupid they go back to being clever (an actual film called 2oolander feels like something Hollywood has been working toward for years). In character as male models Derek Zoolander and Hansel McDonald, Stiller and co-star Owen Wilson walked the runway at Paris Fashion Week back in March, and now, to continue spreading the word about the film’s upcoming February 12 release date, they’ve made another highly public appearance.

Zoolander 2 made its European premiere in Rome on Saturday night, and so to drum up a little excitement over the film’s big debut, Stiller and Wilson posed at the city’s flagship Valentino store as human mannequins, as one does. The production must have some sort of understanding worked out with the Valentino house, seeing as theirs was the show that Stiller and Wilson crashed last year at Fashion Week. (According to a post from The Hollywood Reporter, Valentino himself is slated to make a cameo appearance in the upcoming film.) But a crowd instantly formed once the two actors struck some uberserious poses in the window, showing off their latest threads and fiercest looks. Would that every studio publicity campaign was as thought-out and consistently amusing as this one.

How much is that Hansel in the window? 🐶 #zoolander #hansel #2016 #zoolander2 #rome

A photo posted by Derek Zoolander (@zoolander) on

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