Kendrick Lamar has been named Chanel’s newest brand ambassador, marking a significant move for the fashion house as it continues expanding its presence in menswear-adjacent spaces. The partnership will debut with an eyewear campaign launching later this week, photographed by Karim Sadli.

Lamar’s connection with Chanel began at the 2023 Met Gala, where he wore a custom leather bomber by then-creative director Virginie Viard. He and creative partner Dave Free later collaborated with Chanel for its January 2024 haute couture show, designing the set and producing a short film titled The Button.

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While Chanel traditionally focuses on womenswear, the brand has tapped male ambassadors in recent years, including G-Dragon and Timothée Chalamet. Commenting on the collaboration, Kendrick said, “Chanel has a timeless legacy and that is always something I can get behind. Since they don’t make clothes for men, I knew it would have to be glasses.”

Chanel fashion president Bruno Pavlovsky emphasized the role of eyewear in the brand’s identity, calling it “part of the Chanel allure” and highlighting the company’s investment in customized client experiences through the “Chanel & moi” program.

Lamar, 37, is the only rapper to win a Pulitzer Prize, which he earned for his 2017 album DAMN. With 22 Grammy wins, a groundbreaking debut in good kid, m.A.A.d city, and a creative studio PGlang—co-founded with Dave Free and honored with six Cannes Lions—Kendrick continues to bridge music, fashion, and visual storytelling.