Chanel has officially named Kendrick Lamar, the Pulitzer Prize-winning rapper and creative visionary, as the new face of its Spring 2025 eyewear campaign. The high-profile appointment signals a powerful fusion of fashion and culture as the French luxury house deepens its connection with a new generation of global tastemakers.

Launching April 22, the campaign will spotlight Chanel’s latest eyewear collection and feature Lamar alongside Hollywood stars Margaret Qualley, Lily-Rose Depp, and Nana Komatsu. The move underscores Chanel’s commitment to storytelling that bridges heritage and contemporary influence, aiming to engage a younger, culturally attuned audience across key international markets.

“Eyewear is more than a functional accessory—it’s a strategic pillar for Chanel,” said Bruno Pavlovsky, President of Chanel’s Fashion Division. “It allows us to connect with new customers and express the brand’s vision through seasonal narratives.”

Eyewear remains one of Chanel’s fastest-growing categories, supported by expanded retail distribution and dynamic campaign rollouts. The Spring 2025 initiative not only reinforces Chanel’s status in luxury accessories but also exemplifies how the brand continues to innovate its marketing playbook through celebrity partnerships and cross-industry collaborations.

Lamar joins the ranks of Chanel’s select male ambassadors, which include global icons G-Dragon and Timothée Chalamet. The partnership is expected to go beyond the eyewear campaign, with upcoming creative projects helmed by Lamar’s company, pgLang—marking a continued evolution of Chanel’s engagement with modern cultural storytelling.

The collaboration between Lamar and Chanel began in 2023, when the rapper donned a custom Chanel ensemble at the Met Gala. Their creative synergy deepened in early 2024 with “The Button,” a cinematic short film co-created by pgLang and premiered during Chanel’s haute couture show 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.”

As the campaign debuts this week, Chanel once again affirms its position at the intersection of luxury, creativity, and cultural relevance—setting the tone for a new era in fashion marketing.