Kendrick Lamar has been named the newest brand ambassador for Chanel, stepping into the role as the face of the house’s Spring-Summer 2025 eyewear campaign. He joins Chanel regulars Lupita Nyong’o and Margaret Qualley—but brings a very different kind of presence: Pulitzer-winning, low-posting, and culturally omnipresent.

Lamar, who is currently on tour with SZA, has already been quietly previewing the partnership. He wears Chanel eyewear in the just-released music video for “Luther”—his haunting, minimalist duet with SZA that dropped without warning (as usual) and is already being picked apart like a sacred text. It’s the rare fashion deal that feels like it was earned in the edit bay, not the boardroom.

Kendrick follows in the stylish footsteps of Pharrell and Nile Rodgers as part of Chanel’s broader music-meets-luxury lineage. But while they brought charisma and sparkle, Lamar brings weight. He doesn’t advertise. He aligns. He’s worked with Reebok, Converse, and designer Willy Chavarria, but every move feels less like branding and more like world-building.

Of course, don’t expect a “link in bio” moment. Kendrick has 19.6 million Instagram followers and just seven posts, which tells you everything you need to know about how he plays the game. He doesn’t chase attention—he weaponizes scarcity.

Chanel, meanwhile, gets a figure who can elevate eyewear to something more than accessory. It’s a quiet flex—but one that speaks volumes. Because when Kendrick puts something on, it’s never just about style. It’s about message.