Kendrick Lamar has joined Chanel as a brand ambassador and will be featured in the French label’s new eyewear campaign launching Tuesday, April 22, as first reported by Business of Fashion. Lamar said visiting Chanel’s ateliers and seeing the detailed work behind the designs connected with his own creative process. He praised the fashion house’s legacy and said eyewear was a fitting collaboration, given Chanel doesn’t make menswear.
Lamar is seen wearing Chanel sunglasses in the video for his chart-topping single “Luther” with SZA, which holds the No. 1 spot on the Billboard Hot 100 for the ninth week. The upcoming campaign was photographed by Karim Sadli and will include other Chanel ambassadors.
This partnership adds to Lamar’s previous fashion ties with the brand. He wore a custom Chanel leather bomber jacket at the 2023 Met Gala honoring Karl Lagerfeld and, with creative partner Dave Free, designed the set for Chanel’s January 2024 haute couture show. The duo also directed a short film, The Button, starring Naomi Campbell and Margaret Qualley, for the brand.
The fashion news follows the start of Kendrick and SZA’s Grand National Tour, which began on April 20 in Minneapolis.
