Lamar, the first and only rapper to win a Pulitzer Prize, adds cultural weight to Chanel’s elite list of global icons.
Known for blending his edgy lyrical style with the introspection and mainstream appeal of jazz, Lamar’s artistic range continues to evolve.
Most recently, his diss track “Not Like Us” became a viral cultural flashpoint, going from a pointed rap altercation to a global anthem—even making it to the Super Bowl halftime show.
Lamar’s collaboration with Chanel, known for its restrained, traditional image, marks a new chapter in his career trajectory after a year of bold experimentation.
Lamar’s connection to Chanel dates back to the 2023 Met Gala, when he wore a custom quilted leather bomber jacket designed by then-creative director Virginie Viard in honor of Karl Lagerfeld’s retrospective.
Chanel later tapped Lamar and Free to design the set for its January 2024 couture show, including a glittering Chanel medallion centerpiece and a short film titled Buttons, which they also directed.
Speaking of the experience, Lamar shared, “I spent a week in Paris with their team, exploring the history of the brand.” He added, “I visited Chanel’s ateliers and saw firsthand the entire process from design to execution. It was humbling to see the people who worked so hard to bring their vision to life.”
While Chanel’s menswear offering is limited, it has previously worked with several high-profile male brand ambassadors, including G-Dragon, who joined the brand in 2016, and Timothée Chalamet, the face of the “Bleu de Chanel” fragrance.
Past eyewear campaigns have featured artists such as Pharrell Williams and Nile Rodgers.
Lamar joins the new campaign, shot by Karim Sadli.
The rapper says the brand’s heritage and sophistication are its main draws: “Chanel has a timeless heritage, and that’s something I’ll always support. Since they don’t do menswear, I knew glasses would be a must-have.”
Lamar can already be seen wearing Chanel glasses in the video for his single “Luther” featuring SZA.
Chanel’s eyewear launch comes at a time when the luxury market is slowing, with inflation, economic uncertainty and significant price increases leading to a drop in consumer engagement.
While the brand’s iconic handbags now cost more than $10,000, its eyewear collection, produced in partnership with Luxottica, remains more accessible, starting at under $500.
Unlike most Chanel products, the glasses are available online and at a wider range of retailers, including Sunglass Hut and other Luxottica-backed stores.