Kendrick Lamar (Instagram) has officially been named Chanel’s (Instagram) latest ambassador, with the French luxury house debuting the partnership through a new eyewear campaign launching tomorrow.
As the only rapper to ever win a Pulitzer Prize, Lamar brings significant cultural influence to Chanel’s elite roster of global icons. Known for his sharp lyricism, genre-blending sound, and mainstream impact, Lamar continues to evolve as an artist. He joins a legacy of past eyewear collaborators, including Pharrell Williams and Nile Rodgers, in a campaign photographed by Karim Sadli.
Explaining the appeal of the partnership, Lamar 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.”
His ambassadorship comes on the heels of a high-profile moment: his diss track Not Like Us went viral, morphing from a pointed rap beef into a cultural anthem that even made an appearance during the Super Bowl halftime show.
Lamar’s connection to Chanel isn’t new. He wore a custom quilted leather bomber by then-creative director Virginie Viard at the 2023 Met Gala, paying tribute to Karl Lagerfeld. In January 2024, Chanel enlisted Lamar and creative partner Dave Free to design the set for its haute couture show, which featured a glowing medallion centerpiece and a short film, The Button, directed by the duo.
Reflecting on the collaboration, Lamar said, “I spent a week in Paris with their team and explored the brand history. I visited the Chanel ateliers and saw the process of how something goes from design to execution. Seeing the people who work hard and bring these visions to life resonates with me.”
While Chanel’s menswear presence is minimal, it has previously tapped notable male ambassadors like G-Dragon and Timothée Chalamet, the current face of its “Bleu de Chanel” fragrance. Lamar was already spotted in Chanel eyewear in the video for Luther, his collaboration with SZA.
The launch comes at a delicate moment in the luxury market, as economic uncertainty, inflation, and rising prices impact consumer spending. With handbags now priced above $10,000, Chanel’s eyewear line—produced in collaboration with Luxottica—offers a more accessible entry point, with styles starting below $500. Unlike most Chanel products, the eyewear is widely available online and through major retailers like Sunglass Hut.
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