Step into the world where heritage meets the avant-garde, and discover the latest chapter in luxury storytelling: Kendrick Lamar, the maestro of modern music, is now the newest brand ambassador for Chanel. This collaboration is more than a headline; it’s a cultural moment.

More Than a Campaign: A Creative Dialogue

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Kendrick Lamar’s relationship with Chanel didn’t begin with this campaign. In 2023, he made waves at the Met Gala in a custom Chanel bomber jacket, crafted by creative director Virginie Viard. The collaboration deepened in early 2024, when Lamar and his creative partner Dave Free designed the set and a short film, The Button, for Chanel’s Haute Couture show. Their work explored themes of legacy, time, and the passing of creative torches; a narrative that resonates deeply with both Chanel’s heritage and Lamar’s own artistic journey.

This partnership is not just about star power. Chanel is inviting Kendrick into its creative process, recognizing his ability to bridge worlds and speak to a new generation of tastemakers and dreamers.

Why Kendrick? Why Now?

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Chanel’s codes—quilted leather, gold chains, the iconic double C —are instantly recognizable, yet the house has always thrived on reinvention. Kendrick Lamar, with his Pulitzer Prize and 22 Grammys, is a master of authenticity and cultural impact. He’s a storyteller whose influence extends far beyond music, shaping conversations in art, fashion, and society. As Lamar himself noted, “Chanel has a timeless legacy, and that’s always something I can stand behind. Since they don’t make menswear, I knew it had to be about eyewear.” 

Bruno Pavlovsky, Chanel’s President of Fashion, emphasized that eyewear is not just an accessory for Chanel, t’s an essential part of the house’s look, a subtle but powerful signature.

The Eyewear Campaign: Minimalism Meets Meaning

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Shot by Karim Sadli, the campaign is a study in understated elegance. Kendrick, in classic Chanel sunglasses, exudes a quiet confidence that feels both modern and timeless. The visuals are stripped back, focusing on personality and presence rather than overt branding—a nod to both Chanel’s heritage and Lamar’s own minimalist, thoughtful aesthetic.

Lamar brought Chanel eyewear into the world of music, too, wearing the sunglasses in the video for his hit “Luther” with SZA. It’s a seamless blending of music, fashion, and cultural storytelling.

Cultural Significance: Redefining Modern Luxury

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This collaboration signals a broader shift in the world of luxury. By partnering with Kendrick Lamar, Chanel is opening its doors to a younger, more diverse, and culturally engaged audience. It’s a statement that luxury today is about more than exclusivity; it’s about relevance, creativity, and authenticity.

For vintage lovers and collectors, this is a reminder of why Chanel endures. Each piece—whether a classic flap bag or a strand of pearls—carries the weight of history but is constantly reimagined by new generations. Kendrick’s involvement invites us to see these icons with fresh eyes, styled in unexpected ways, layered with new meaning.