Kendrick Lamar Named Chanel’s Newest Brand Ambassador, Stars in Eyewear Campaign

In a groundbreaking move for both fashion and hip-hop, Kendrick Lamar has been announced as Chanel’s newest brand ambassador, a role that cements his status as a cultural icon bridging music and high fashion. The Pulitzer Prize-winning rapper, the first and only rapper to earn this prestigious honor, will front Chanel’s eyewear campaign, which launched on April 22, 2025. The partnership marks a significant moment for the French luxury house, known for its selective and traditionally feminine image, as it embraces Lamar’s unparalleled influence and creative vision.

Lamar’s relationship with Chanel began to take shape at the 2023 Met Gala, where he wore a custom quilted leather bomber designed by then-creative director Virginie Viard. The look, a nod to Chanel’s iconic aesthetic, hinted at a deeper connection between the artist and the brand. This connection was further solidified in January 2024, when Lamar and his creative partner Dave Free, through their studio PGlang, collaborated with Chanel on its haute couture show. The duo designed the set and produced a short film titled The Button, which accompanied the collection and showcased their ability to translate Chanel’s heritage into a modern, cinematic narrative.

Speaking about his new role, Lamar emphasized the timelessness of Chanel’s legacy. “Chanel represents a certain elegance and artistry that’s stood the test of time,” he said in a statement. He noted that, since Chanel does not produce menswear, eyewear was the natural medium for their collaboration. This choice was foreshadowed in his recent music video for Luther, featuring SZA, where Lamar prominently wore Chanel eyewear. The campaign, photographed by Karim Sadli, captures Lamar’s introspective intensity, blending his raw authenticity with Chanel’s polished sophistication.

Lamar joins an elite roster of male Chanel ambassadors, including South Korean rapper G-Dragon and actor Timothée Chalamet, both of whom have brought their own distinct flair to the brand. His appointment, however, feels particularly momentous, given his status as a 17-time Grammy winner and a voice of his generation. Lamar’s work, from albums like DAMN. and Mr. Morale & the Big Steppers to his recent chart-dominating diss tracks, has consistently pushed boundaries, addressing themes of identity, struggle, and resilience. His alignment with Chanel signals the brand’s willingness to evolve, embracing a broader, more diverse audience while staying true to its heritage.

The announcement has sparked widespread excitement, particularly among fans on X, where posts celebrated Lamar’s ascension into the luxury fashion world. “Kendrick Lamar for Chanel is the collab we didn’t know we needed,” one user wrote, while another praised his ability to “make history in every field he touches.” However, the partnership has not been without scrutiny. Some X users referenced Coco Chanel’s controversial past, including her alleged ties to Nazi collaborators during World War II, questioning the brand’s historical associations. Others countered that Lamar’s involvement represents a forward-looking shift, with one fan noting, “Kendrick’s about redemption and truth—him working with Chanel is bigger than the past.”

The eyewear campaign itself is a study in minimalism and impact. Shot in black and white, the images highlight Lamar’s commanding presence, with Chanel’s signature frames—sleek, bold, and timeless—taking center stage. The collection features a range of styles, from classic aviators to modern geometric designs, all imbued with the brand’s unmistakable craftsmanship. For Lamar, the campaign is more than a fashion moment; it’s a continuation of his creative evolution. “Eyewear is personal,” he said. “It’s how you see the world and how the world sees you.”

This partnership arrives at a high point in Lamar’s career. Fresh off his 2024 feud with Drake, which produced viral hits like Not Like Us and Meet the Grahams, Lamar has solidified his place as a dominant force in music. His upcoming Grand National tour with SZA, set to begin later in 2025, further underscores his relentless momentum. By stepping into the world of luxury fashion, Lamar is not only expanding his influence but also challenging the boundaries of what a hip-hop artist can achieve.

For Chanel, the move reflects a broader strategy to engage with contemporary culture. Under the creative direction of its current leadership, the brand has increasingly embraced collaborations with artists and musicians, from Pharrell Williams’ capsule collection in 2019 to its ongoing partnerships with cultural figures like Chalamet. Lamar’s involvement, however, feels like a bold step forward, blending hip-hop’s raw energy with Chanel’s refined aesthetic.

As the eyewear campaign rolls out globally, all eyes are on Lamar and Chanel. The partnership is a testament to the power of authenticity and vision, proving that true artistry transcends genres and industries. For Kendrick Lamar, this is more than a brand deal—it’s a statement. And for Chanel, it’s a chance to redefine its legacy through the lens of one of the most influential voices of our time.