Kendrick Lamar is Chanel’s new ambassador, starring in a sunglasses campaign set to be released today. In the leadup to the partnership, Lamar visited Chanel’s Paris atelier (for the second time) to absorb the artisan’s process first-hand. “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,” Lamar told BOF.
And it’s not the first time the ‘Not Like Us’ singer has worked with the fashion house. In 2023, Lamar attended the Karl Lagerfeld-themed MET Gala wearing a custom quilted leather bomber by then-creative director Virginie Viard. Then, for the juggernaut's SS24 show, the house enlisted Lamar and filmmaker and record producer Dave Free to design its set and direct a corresponding film titled “The Button,” starring Margaret Qualley and Naomi Cambell. He was also fitted in Chanel glasses in the music video for his song “Luther.”
It’s long been rumoured amid the fashion crowd that Chanel might expand into menswear (as it stands it only does mens’ accessories), and this partnership with Lamar could indeed be some preliminary footwork priming us for an announcement. Time will tell.
Featured image via Getty Images©
