Kendrick Lamar Fronts Chanel Eyewear Campaign as New Ambassador

Chanel revealed Kendrick Lamar as its latest ambassador Tuesday morning, ushering in a new era for its eyewear line, via a Spring/Summer 2025 campaign captured by the sharp eye of Karim Sadli. 

Draped in a structured black coat and sporting sculptural sunglasses by the luxury French label, Lamar stuns in the new imagery, channeling his distinct style that balances heritage and modernity. "Chanel has a timeless history, 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," he said in a statement. Nana Komatsu, Margaret Qualley and Lupita Nyong’o also star in the new eyewear campaign.

This collaboration didn't happen by chance. A relationship has been steadily building between the artist and the house over the past few years. Back in 2023, the rapper walked the steps of the Met Gala in a custom-made Chanel piece, including a quilted leather jacket designed by Virginie Viard, former Chanel creative director. A few months later, the brand called on him and his creative partner Dave Free to design the set for the January 2024 Haute Couture show. The result? An illuminated Chanel medallion took center stage, enhanced by a poetic short film, titled The Button.

At 37 years old, Lamar joins a select group of men who have lent their aura to Chanel—the list includes Timothée Chalamet, Pharrell Williams, G-Dragon. Lamar's aesthetic newly infuses the maison with a contemporary feel. It's a new era for Chanel, after all, which is soon to present Matthieu Blazy's debut collections as the new creative director. In the meantime, it's probably safe to see Lamar rocking more Chanel sunnies soon, especially on tour, which he recently kicked off alongside SZA.