Kendrick Lamar
By Chris Williams
Kendrick Lamar, the first rapper to win a Pulitzer Prize, has been unveiled as the new brand ambassador for Chanel, a move that cements his growing influence in the fashion world. The 37-year-old Compton-born artist will make his debut in the luxury brand’s highly anticipated eyewear campaign, set to launch on April 22, 2025. This collaboration marks a significant milestone in bridging hip-hop culture and high fashion, spotlighting Lamar’s unique blend of artistry, cultural impact, and style.
A Historic Appointment for Chanel
Kendrick Lamar’s appointment as Chanel’s brand ambassador is a bold step for the French luxury house, known for its timeless elegance and selective roster of ambassadors. Lamar, celebrated for his groundbreaking contributions to music with albums like good kid, m.A.A.d city (2012) and DAMN. (2017), which earned him a Pulitzer Prize, brings a fresh perspective to Chanel’s legacy. His creative studio, PGlang, co-founded with Dave Free, has also garnered acclaim, winning six Cannes Lions awards for its innovative storytelling.
The eyewear campaign, photographed by Karim Sadli, features Lamar alongside other notable ambassadors, including actress Margaret Qualley and Japanese star Nana Komatsu. Shot in a cinematic style, the campaign highlights Chanel’s eyewear as both a fashion statement and an accessible entry point to the brand, with prices starting under $500. Unlike Chanel’s iconic handbags, which often exceed $10,000, eyewear is distributed widely through the brand’s e-commerce platform, opticians, and Luxottica-backed retailers like Sunglass Hut.
Chanel fashion president Bruno Pavlovsky emphasised the strategic importance of eyewear, stating, “More than a simple fashion accessory, eyewear is part of the Chanel allure and is regularly seen on the runway.” This campaign aligns with Chanel’s efforts to broaden its appeal amid a global downturn in luxury demand, driven by economic slowdown and inflation.
Kendrick Lamar’s Fashion Evolution
Lamar’s journey into high fashion is not new but has evolved significantly. Since attending Chanel’s Fall-Winter 2023.24 Haute Couture show in Paris, where he wore an ecru tweed jacket and black printed denim jeans, Lamar has demonstrated a knack for blending gender-fluid fashion with luxury aesthetics. His appearance at the 2023 Met Gala as a Chanel ambassador further solidified his status as a style icon.
In January 2024, Lamar and PGlang collaborated with Chanel on The Button, a short film for the Spring-Summer 2024 Haute Couture show, which he scored with an unreleased track. The film, directed by Dave Free and starring Margaret Qualley, Naomi Campbell, and Anna Mouglalis, explored themes of time and imperfection, resonating with Chanel’s narrative of enduring elegance. Lamar also designed the set for the couture runway, showcasing his multifaceted creative influence.
Posts on X reflect widespread excitement about Lamar’s ambassador role, with fans praising his ability to “redefine the intersection of music and fashion.” One user noted, “Kendrick Lamar is Chanel’s newest brand ambassador ,” highlighting the campaign’s cultural significance.
Bridging Hip-Hop and High Fashion
Lamar’s appointment is a landmark moment for hip-hop’s integration into luxury fashion. As the first rapper to win a Pulitzer Prize, his cultural clout is undeniable. His 2024 diss track “Not Like Us” became a global anthem, performed at the Super Bowl halftime show in February 2025, further amplifying his influence. This collaboration with Chanel underscores the growing synergy between hip-hop and high-end brands, following in the footsteps of artists like Pharrell Williams, a former Chanel eyewear ambassador, and A$AP Rocky, who has worked with brands like Ray-Ban.
South Africa, with its vibrant hip-hop scene and growing luxury market, is likely to feel the ripple effects of this partnership. Local fashion enthusiasts and artists, such as Cassper Nyovest and Nasty C, have increasingly embraced luxury brands, and Lamar’s role could inspire further collaborations. Cape Town-based fashion analyst Zama Khumalo commented, “Kendrick’s move with Chanel shows that hip-hop is no longer just music—it’s a global cultural force shaping fashion and luxury.”
South Africa’s Luxury Market and Chanel’s Appeal
South Africa’s luxury goods market, valued at over R20 billion annually, is driven by a growing middle class and aspirational consumers. Chanel, available through boutiques in Johannesburg and Cape Town, has cultivated a loyal following, particularly for its eyewear and fragrances like Bleu de Chanel, endorsed by Timothée Chalamet. Lamar’s campaign could boost demand for Chanel’s eyewear, which appeals to younger consumers due to its relatively accessible price point.
The campaign’s launch coincides with South Africa’s Fashion Week season, where local designers often draw inspiration from global trends. Lamar’s gender-fluid approach to fashion, seen in his choice of Chanel’s women’s tweed jackets, could influence South African designers to experiment with unisex aesthetics, further blurring traditional fashion boundaries.
🔴 Central News Weekly Edition | Issue 102 🔴 Download the Latest Print and E-Edition | Headline: “Hope for Matjhabeng as Executive Mayor Khalipha Rolls Out Plan for Renewal After ANC Reinstatement”
Download Here:
Direct PDF Link:
https://centralnews.co.za/wp-content/uploads/2025/04/Central-News-Issue-102.pdf
Read all our publications on magzter:
https://www.magzter.com/ZA/Central-News-Pty-Ltd/Central-News/Newspaper/All-Issues
Central News also offers Sponsored Editorial Content, Podcasts , Radio / Social Media Simulcast, Video Production , Live Streaming Services, Press Conferences, and Paid Interviews (Video/Audio) etc.
We guarantee exceptional exposure, reach, and engagement, with an excellent return on investment.
Advertisement:
To place your advert on our platforms (Print Newspaper or Digital Platforms) : Please email : sales@centralnews.co.za
For Business Related:
business@centralnews.co.za
Newsroom:
Send your Stories / Media Statements To: newsroom@centralnews.co.za
General Info:
info@centralnews.co.za
Office Administrator:
admin@centralnews.co.za
Whatsapp / Call: 081 495 5487
Website: https://www.centralnews.co.za
Social Media Platforms (@centralnewsza) : Linkedin, Facebook, Tiktok, Twitter, Instagram, Youtube