It’s been 20 years since The Devil Wears Prada was released in the US, and it still comes up in conversation more than you’d expect. Whether it’s the high standards, or the idea of doing ‘a million impossible things’ before 9am, it captured something people still recognise today. 

But while the film remains iconic, the role it portrays has evolved in a way that’s worth talking about. 

From stepping stone to strategic career 

One of the biggest shifts we’ve seen over the past two decades is how assistant roles are perceived. 

Back in the early 2000s, roles like Andy Sachs’ were often seen as temporary, something you used as a stepping stone on your way to something else. It wasn’t always that extreme in the private equity sector, but thankfully today there’s clear recognition that being an exceptional assistant isn’t just a phase, it’s a valuable career in its own right.  

We’ve always known that the best assistants aren’t just organised or efficient; they bring commercial awareness, emotional intelligence and a level of operational oversight that significantly impacts how businesses run. 

And we’re lucky enough to see it first-hand every day! We’re immensely proud to work with assistants who choose to build long-term careers in these unique roles, continuously investing in themselves by deepening their skill set and becoming indispensable to the leaders and teams they support. 

The rise of career pathways beyond ‘just support’ 

At the same time, the assistant role now has a new, clearly defined career pathway. 

Twenty years ago, the move from assistant into something broader often felt ambiguous. That’s started to evolve significantly. 

We’re seeing more assistants looking for opportunities to evolve within their firms – utilising their network and company knowledge to move into operational, office management or workplace teams. Others are keen to work towards Chief of Staff positions, working as part of a team to manage projects/comms/priorities for senior leaders. Most importantly, businesses understand that assistants don’t want to stay still. Their long-term goals may differ, but nearly every assistant we’re speaking to is driven to make a difference and add value to their role.  

And importantly, businesses are recognising that. More and more firms are reviewing structures, career frameworks and reviewing how to retain their best talent. 

From gatekeeper to business partner

Another major shift is in how the role itself is defined day to day. 

In The Devil Wears Prada, the assistant role is largely portrayed as reactive: managing diaries, fielding calls, solving problems as they arise (often under extreme pressure). And while those elements still exist, they’re only one part of the picture now. 

The modern assistant is far more proactive and embedded in the business. They’re involved in decision-making, prioritisation and planning. They anticipate challenges before they happen, bring insight into how their executive operates and help shape how their time is spent – and therefore how the business runs. 

In many cases, they’re not just managing access to a leader; they’ve shifted from gatekeeper to partner. 

I’ve been lucky enough to support assistants over the last 20 years. The biggest shift I’ve seen is that it’s no longer just about staying a step ahead, it’s about being truly embedded in the business, understanding the ‘why’ behind decisions and having a voice in shaping them. The best assistants today aren’t in the background, they’re right there driving things forward in a meaningful way.

Sivan Joss, Founder & CEO – Joss Search

Technology has changed the ‘what’ and elevated the ‘how’ 

It’s impossible to talk about the last 20 years without acknowledging the impact of technology. Many of the tasks that once defined the role have been streamlined or automated. Diary management has evolved. Travel booking is faster. Information is more accessible. Tools have removed a lot of the manual load. 

But rather than making the role less valuable, it’s done the opposite. Because when the ‘what’ becomes easier, the ‘how’ becomes more important. How you prioritise. How you communicate. How you build relationships across a business. How you spot risks or opportunities early. And we’re seeing a growing number of assistants thrive with this shift. 

Expectations have increased – but so has recognition

The pace is still fast, especially in private equity and alternative investments. And the standards are definitely high! And there’s naturally still a requirement to be adaptable, resilient and comfortable operating at a high level. But those skills are now recognised and valued. 

Businesses are more aware of the impact assistants have on performance, culture and efficiency. There’s more investment in hiring the right people, developing them and retaining them. Salaries, benefits and career progression opportunities have evolved accordingly. 

And perhaps most importantly, there’s a growing respect for the role as a profession – not just a job. 

Culture and expectations have shifted too

Some elements of The Devil Wears Prada feel firmly rooted in a different era, like the expectation of complete personal sacrifice or the lack of boundaries. 

While demanding environments still exist, there’s been a broader cultural shift towards more sustainable ways of working. Assistants today are more likely to seek and expect mutual respect, clear communication and a healthier balance. 

That shift is being driven by both sides. Leaders are recognising that long-term performance comes from partnership, not hierarchy. And assistants are more empowered to choose environments where they can do their best work. 

So, what hasn’t changed? 

Despite all of this, some things have stayed the same – and rightfully so! The trust between an assistant and the person they support is still everything. The ability to stay calm under pressure, to solve problems quickly, and to keep things moving when it matters most haven’t gone anywhere. 

And the pride in doing the role brilliantly is still there. If anything, that’s what the film did capture well: the sense that being ‘just an assistant’ was never really accurate in the first place.