Brand MarketingZoolander Stars Crash Valentino Runway During Paris Fashion Week to Announce SequelBlue steel is backBy Emma Bazilian|March 10, 2015ShareBy Emma Bazilian|March 10, 2015Share While it's true the fashion industry has an (often well-deserved) reputation for taking itself a bit too seriously, one major design house proved it knows how to have fun at its show today in Paris with a genius promotion for the long-awaited Zoolander 2. Valentino's fall 2015 runway presentation was, at least for the first 15 minutes or so, a beautiful but not exactly earth-shattering collection of dark lace dresses and intricately embroidered silks. Just as it seemed the show was ending, things took a sharp turn. Instead of the usual line of models coming out for the finale, two gods of fashion appeared. A video posted by Miroslava Duma (@miraduma) on Mar 10, 2015 at 8:14am PDT Yes, Derek Zoolander and onetime arch nemesis Hansel McDonald (also known as Ben Stiller and Owen Wilson) came out of retirement to walk the runway for Valentino—and, more importantly, seal the deal for Zoolander 2. A photo posted by Valentino (@maisonvalentino) on Mar 10, 2015 at 7:22am PDT Rumors of a sequel to the 2001 film have been percolating for years. In December, Wilson told Ellen DeGeneres, "I don't mean to be coy, but I know that there's a script, and Ben [Stiller] is considering it." And last month, reports surfaced that the movie would begin filming in Rome this summer. Today's stunt was the first official announcement for Zoolander 2, with Paramount confirming via Twitter the movie will be released Feb. 12, 2016. So hot right now: Derek & Hansel blaze down the @MaisonValentino runway, #Zoolander2 announced. Coming Feb. 12, 2016. pic.twitter.com/yZoHdcsvzH — Paramount Pictures (@ParamountPics) March 10, 2015 Any Zoolander appearance at Paris Fashion Week was sure to go viral, but what's really impressive is Paramount managed to bring in Valentino—an extremely well-respected brand that's not exactly known for wild exploits—as its partner in the announcement. (For its part, Valentino played the whole thing straight, even posting details of Derek and Hansel's looks on its Instagram account.) While plenty of other designers certainly created buzz with celebrity-filled front rows and over-the-top presentations, there's no question Valentino will be the show everyone talks about. Speak no evil. See no evil. Hear no evil. Derek #Zoolander and #Hansel are back! Photo by @kevintachman backstage at @maisonvalentino. #Zoolander2 A photo posted by Vogue (@voguemagazine) on Mar 10, 2015 at 7:16am PDT Adweek Adweek