Chanel has tapped Grammy-winning rapper and entrepreneur Kendrick Lamar as the face of its upcoming eyewear campaign, set to launch on April 22, 2025. The appointment marks a bold move by the French luxury house to deepen its cultural footprint through collaborations that blend fashion, music and storytelling.

The Spring 2025 campaign highlights Chanel’s latest eyewear collection and features Lamar alongside actors Margaret Qualley, Lily-Rose Depp and Nana Komatsu. With this move, Chanel aims to engage younger, culturally connected consumers in key global markets.

Chanel first began building ties with Lamar in 2023, when he wore a custom look by the house to the Met Gala. In early 2024, his creative company pgLang collaborated with Chanel on “The Button,” a fashion short film that premiered during the brand’s haute couture presentation in Paris.

“Chanel has a timeless legacy, and that is always something I can get behind,” said Lamar. “Since they don’t make clothes for men, I knew it would have to be glasses.”

Eyewear remains one of Chanel’s most dynamic commercial categories, serving as an entry point for new customers. The brand has continued to grow its presence in this segment with expanded retail efforts and seasonal storytelling. According to Bruno Pavlovsky, president of Chanel’s fashion division, eyewear is more than a functional accessory—it plays a strategic role in the house’s business model and overall brand strategy.

With this appointment, Lamar joins a select group of male ambassadors at Chanel, including G-Dragon and Timothée Chalamet. The partnership is expected to evolve beyond the eyewear campaign, with additional creative projects led by pgLang. The collaboration bridges Chanel’s heritage fashion codes with contemporary cultural storytelling.

As the campaign rolls out this week, Chanel’s move reflects a growing shift in luxury marketing, where cultural credibility and cross-industry partnerships are essential to maintaining global relevance in a competitive landscape.

Author Credits- Nazia BIBI KEENOO, FASHION NETWORK