Kendrick Lamar officially joins Chanel as brand ambassador

Kendrick Lamar has officially signed on as Chanel’s newest ambassador, with the French luxury house unveiling the partnership through its upcoming eyewear campaign, set to launch tomorrow.

Lamar, the first and only rapper to ever win a Pulitzer Prize, adds his cultural weight to Chanel’s elite roster of global icons.

Known for blending biting lyricism with jazz-infused introspection and mainstream appeal, Lamar’s artistic range continues to evolve.

Most recently, his diss track Not Like Us became a viral cultural moment, transforming from a pointed rap beef into a global anthem — even making its way to the Super Bowl halftime stage.

His move to collaborate with Chanel, a house known for its controlled, traditional image, suggests a new chapter in Lamar’s trajectory after a year marked by bold provocations.

Lamar’s connection to Chanel dates back to the 2023 Met Gala, where he wore a custom quilted leather bomber designed by then-creative director Virginie Viard in honour of the Karl Lagerfeld retrospective.

Chanel later brought Lamar and Free on board to design the set for its January 2024 haute couture show, including a glowing Chanel medallion centrepiece and a short film titled The Button, which they also directed.

Speaking about the experience, Lamar shared, “I spent a week in Paris with their team and explored the brand history.” He added, “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.”

While Chanel has a limited menswear offering, it has previously aligned itself with notable male ambassadors, including G-Dragon, who joined the house in 2016, and Timothée Chalamet, the face of its “Bleu de Chanel” fragrance.

Past eyewear campaigns have featured artists like Pharrell Williams and Nile Rodgers.

Lamar joins the lineup in a new campaign photographed by Karim Sadli.

The rapper said the brand’s legacy and refinement were key draws: “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.”

Lamar can already be seen wearing Chanel eyewear in the video for Luther, his track with SZA.

Chanel’s eyewear push arrives amid a slowdown in the luxury market, with inflation, economic uncertainty, and major price hikes contributing to reduced consumer engagement.

While the brand’s iconic handbags now exceed $10,000, its eyewear collection — produced in partnership with Luxottica — remains more accessible, with prices starting under $500.

Unlike most Chanel items, eyewear is available online and at a wider range of retailers including Sunglass Hut and other Luxottica-backed outlets.