Kendrick Lamar Makes Major Fashion Move With Brand Ambassador Role At Chanel
Kendrick Lamar has made perhaps his biggest move in the fashion industry yet by becoming an official brand ambassador for Chanel.
The Compton rap star, who has previously collaborated with the likes of Louis Vuitton, Nike and Converse, has been announced as the face of the luxury fashion house’s eyewear division.
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In a statement ahead of the campaign’s rollout this week, 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,” per The Business of Fashion.
Chanel fashion president Bruno Pavlovsky added: “We strongly believe in eyewear and its potential. More than a simple fashion accessory, eyewear is part of the Chanel allure and is regularly seen on the runway. Its versatile style, playing with the house codes, brings a finishing touch to the silhouette.
“Through the ‘Chanel & moi’ program, we developed various services for this category, in order to offer a perfect fit and the best experience to our clients.”
While little is known about the campaign, it is believed to have been shot by acclaimed photographer Karim Sadli.
Kendrick also joins the likes of actor Timothée Chalamet and K-Pop star G-Dragon as male ambassadors for the historic fashion brand.
The Grammy-winner’s relationship with Chanel dates back to 2023 when he attended the Met Gala wearing a custom Chanel bomber jacket. The following year, the label recruited Lamar and his longtime collaborator Dave Free to create a short film for their 2024 spring/summer show.
Titled “The Button,” the three-and-a-half-minute visual included an exclusive, rock-flavored song from Kendrick that has yet to be officially released.
In an interview with Vogue at the time, Free revealed how the unexpected collaboration came about.
“Just talking with Virginie [Viard, then-creative director at Chanel] and Kendrick about the video initially, we wanted it to be a story about transmission and time,” he said.
“We wanted to frame how couture in its artful sense brings about the magic of Chanel, and how it can be passed down, and how we could frame the concept of transmission, from past times to current times, in a magical, fun, energetic way.”
The pgLang co-founder continued: “We were thinking about Chanel, the timelessness, its classic spirit, and how to tie that in, and seeing it sort of from the outside in, putting the focus on the artisanal quality of the house, the absolute attention to craft and to details, and how that can drive a person to embrace also the idea of imperfection.”
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