The Compton-bred artist Rapper Kendrick Lamar brings an uncommon mix of intention and genuineness to everything he does. And now that same energy is catching attention in high fashion.
The Pulitzer Prize winner has just debuted as the face of Chanel's newest eyewear campaign. This development exceeds a typical celebrity acceptance and feels more like the evolution of an ongoing creative partnership. The news follows years of under-the-radar collaboration between Lamar and the revered French house. It began in seed form in 2023 when Kendrick arrived at the Met Gala reppin Chanel during its Karl Lagerfeld tribute.
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But this isn't simply another gleaming celebrity-brand partnership. For Lamar, curiosity, respect, and hands-on experience defined the road to this moment.
"I went to the Chanel ateliers, and I saw how something goes from design to production," Lamar said in an interview with Business of Fashion." "It's seeing the people that work so damn hard and bring those visions to life," Shrode Smith said.
The visit to Chanel's legendary atelier in Paris wasn't just a photo but an in-depth, immersive, creative field trip. Kendrick spent a week with the Chanel team, exploring the brand's history and seeing firsthand the work behind the craftsmanship that drives its legacy. This slow decision continued to unfurl when Chanel asked him and frequent collaborator Dave Free to design a stage set for its January 2024 haute couture show and again when they were enlisted to make a short film for the house titled 'The Button.'
The burgeoning relationship has most recently manifested in eyewear, a hardly surprising step for someone whose signature look involves everything from classic frames to frames that look on the edge. @karimsadli photographed BTS from Airport YKM Creative for our AW20 campaign, which is landing this week.
Chanel is timeless, and I'm always down to get with it," Kendrick said. Because they only make clothes for women, I knew it would have to be glasses."
If you had seen Kendrick's video for Luther, you'd already seen how seamless Chanel's fit is in his wardrobe. The eyewear is an accessorizing element of his outfit and magnifies his message.
At a time when celebrity endorsements can often seem vacuous, Kendrick Lamar's alliance with Chanel feels deep and mutual. It's not just about style; it's about story. Oh, and with Kendrick as the driver, you know the story will be solid.
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