Kendrick Lamar is Chanel‘s newest house ambassador, starring in the fashion house’s Spring-Summer 2025 eyewear campaign launched on April 22.
Photographed by Karim Sadli, the project highlights four faces of a generation, with the acclaimed rapper joining Lupita Nyong’o, Margaret Qualley, and Nana Komatsu, each sporting eyewear pieces from Chanel. The campaign further highlights the artists’ respective expressions of the brand’s allure through their unique, distinctive styles.
In a press release, the Grammy-winning rapper spoke about his connection to the brand, “Chanel has a timeless legacy, and that’s always something I can get behind. Since they don’t make clothes for men, I knew it would have to be glasses.”
Lamar’s partnership with the brand dates back to the 2023 Met Gala, which paid tribute to Karl Lagerfeld. At the event, the Pulitzer Prize-winning artist wore a custom quilted leather bomber jacket designed by Virginie Viard, the fashion brand’s former creative director.
In January 2024, Lamar and longtime collaborator Dave Free were tapped to create a backdrop for Chanel’s haute couture show. Their contribution included a short film titled The Button, starring Qualley and Naomi Campbell.
The rapper also shared that working with the brand allowed him to spend a week in Paris, where he immersed himself in the brand’s history and visited its ateliers. “I witnessed the process of how something goes from design to execution,” he said. “Seeing the people who work hard and bring these visions to life resonates with me.”
Watch the campaign teaser video below: