Kendrick Lamar is in his Chanel era.
According to Billboard, the Pulitzer Prize-winning rapper—fresh off launching the Grand National Tour with SZA at U.S. Bank Stadium in Minneapolis—has been announced as Chanel’s newest brand ambassador and the face of its eyewear division.
“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,” Lamar said in a statement ahead of the campaign’s rollout this week.
“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.”
The French Luxury Fashion House’s President, Bruno Pavlovsky, added:
“We strongly believe in eyewear and its potential. More than a simple fashion accessory, eyewear is part of the Chanel allure and is regularly seen on the runway. Its versatile style, playing with the house codes, brings a finishing touch to the silhouette.”
“Through the ‘Chanel & moi’ program, we developed various services for this category, in order to offer a perfect fit and the best experience to our clients.”
Lamar will rep the brand alongside fellow star ambassadors, including Timothée Chalamet, K-pop icon G-Dragon, Lupita Nyong’o, Margaret Qualley, and Nana Komatsu.
The new Chanel eyewear campaign, shot by renowned fashion photographer Karim Sadli, features each ambassador in a bold, statement-making pair of shades.
Lamar also rocked Chanel frames in the visuals for his and SZA’s hit single “Luther”, which is currently enjoying its ninth week at No. 1 on the Billboard Hot 100.
