Kendrick Lamar just made another power move, this time in high fashion.
The Compton-raised rap star has officially been named the newest brand ambassador for Chanel, a position usually reserved for global style icons and cultural tastemakers. While Lamar has long been a fixture in Hip-Hop, this new partnership solidifies his influence in luxury fashion, pushing the boundaries of what brand representation looks like in 2025.
The 37-year-old Pulitzer Prize-winning lyricist is the face of Chanel’s new eyewear campaign, merging his signature minimalist aesthetic with the house’s timeless sophistication.
Lamar shared on the collaboration: “I spent a week in Paris with their team and explored the brand history. 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.”
He continued: “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 partnership is both unexpected and intentional. Chanel hasn’t traditionally embraced male rappers in their high-profile campaigns, making Lamar’s selection groundbreaking and culturally significant. It’s also a smart play for Chanel, as they lean further into capturing a younger, global, and more diverse audience without compromising their French couture identity.
The announcement arrives at the launch of Kendrick’s Grand National Tour with TDE labelmate SZA, which kicked off on April 19 at U.S. Bank Stadium in Minneapolis. The tour features a 52-song setlist, including collaborations like “Luther” and “Gloria” from Lamar’s latest album, GNX. The opening night was marked by high-energy performances and creative stage elements, such as Lamar’s entrance in a black Buick and SZA’s insect-themed visuals.
During the tour launch, Lamar seemingly responded to Drake‘s $100 million defamation lawsuit against Universal Music Group, which directly involves Lamar’s Super Bowl performance.
“They wanna take me to court for telling the truth,” Kendrick declared during a freestyle over an unreleased beat. “If the shoe fit, I guess they laced it.”
The crowd erupted, fully aware of the drama unfolding behind the scenes. Lamar also performed “Not Like Us,” the controversial track at the center of Drake’s legal complaint, with even more intensity, emphasizing lines that fans believe were aimed directly at the Toronto rapper.
Drake’s lawsuit, filed earlier this month, claims that Lamar’s performance of “Not Like Us” during the 2025 Super Bowl was “orchestrated to assassinate the character of another artist” and portrayed him as a pedophile. The suit says Drake’s family received threats following the performance. UMG and Lamar’s camp have not issued formal statements on the lawsuit, but Kendrick’s on-stage bars are being viewed as his first official response.
Lamar’s sixth studio album, GNX, released in November 2024, debuted at number one on the Billboard 200. The album features collaborations with artists like SZA and Roddy Ricch and includes singles such as “Squabble Up” and “TV Off.” It has been praised for its innovative production and lyrical depth.
