Kendrick Lamar Named Brand Ambassador for Chanel

Kendrick Lamar, fresh off launching his and SZA’s Grand National Tour at the U.S. Bank Stadium in Minneapolis, is the newest Chanel ambassador. The GNX artist is set to star in a new eyewear campaign for the French luxury house, as first reported by the Business of Fashion on Monday. The Karim Sadli-photographed campaign is expected to debut this week.

In a statement included in Monday’s coverage, Lamar is quoted as highlighting Chanel’s “timeless legacy” as key to his ambassadorship. Fans will note that Lamar is no stranger to Chanel, as he and Dave Free were previously enlisted for the label’s Margaret Qualley-starring “The Button” short film in January of las year.

Kendrick has also been seen wearing some key Chanel pieces over the years, including this Eliantte & Co. tooth cap featuring the label’s double-C monogram.

The Chanel news comes after Kendrick’s involvement in a new Gatorade campaign. Narration from Lamar, as seen below, finds the 22-time Grammy winner extolling the virtues of proper hydration, noting that achieving it equips one with what’s needed to “compete against anything, even gravity.”

Next for Kendrick is the continuation of his and SZA’s Grand National Tour with planned stops through the end of April in Houston, Arlington, and Atlanta. From there, the moves on to Charlotte, Philadelphia, and beyond before ultimately wrapping with a show at Stockholm’s 3Arena in August.