Kendrick Lamar is having quite the run. Since dropping Not Like Us last year and delivering the final blow to Drake’s 15-year reign, he’s been on an unstoppable streak. A record-breaking sixth studio album (GNX), five Grammys– including Record of the Year–, a history-making Super Bowl halftime show performance—and now? He’s officially Chanel’s newest brand ambassador.
In what’s Matthieu Blazy’s first major move since taking over as artistic director of Chanel, Lamar has been tapped as the face of its latest eyewear campaign. In the sleek portrait shot, the Swimming Pools singer wears black oval-shaped sunglasses with pearl detailing on the temples.
The announcement isn’t exactly out of left field. Earlier this year, Lamar and longtime collaborator Dave Free partnered with the French house on The Button, a short film that premiered during Chanel’s Spring 2024 couture show. Scored by Lamar and directed by Free, the film—starring Naomi Campbell, Margaret Qualley, and Anna Mouglalis—tapped into themes of time, imperfection, and craftsmanship.
The Compton-born rapper is not your typical fashion figure—and that’s the point. Lamar isn’t here to pose in a logo tee and call it a day. His style is layered, deliberate, and refreshingly devoid of clout-chasing. From ERL to Willy Chavarria, Martine Rose to Balenciaga, his fashion choices are less about hype and more about storytelling. After he wore an ERL belt on the GNX cover, the brand’s Instagram blew up overnight–but Lamar didn’t flinch. He’s never been the type to ride a trend. He sets them.
Which is why Chanel, a house rooted in timeless codes and reinvention, makes sense. The Parisian maison has a history of betting on artists who push boundaries, and Lamar’s entire career is built on bending expectations. He’s cerebral, elusive, fiercely independent—and yet still manages to hold the zeitgeist in a headlock.
In a statement, Chanel said the partnership “reflects the House’s continuous commitment to the world of music and to celebrating the cultural impact of art.” Translation? This isn’t a flash-in-the-pan collab. It’s a new chapter in the Lamar era—and Chanel knows exactly what they’re doing.
So what does a Kendrick Lamar x Chanel era look like? Probably not what you expect—and that’s the exciting part. If the last few months have proven anything, it’s that Lamar is no longer just a rapper. He’s a cultural architect, and fashion is just his latest blueprint.
