Kendrick Lamar has spent years demonstrating his influence extends far beyond music. But in April 2025, he entered a different universe altogether: luxury fashion. Lamar was named a brand ambassador for Chanel, which included him in its Spring/Summer 2025 eyewear campaign. Photographer Karim Sadli shot the campaign, which featured the rapper with Lupita Nyong’o, Margaret Qualley, and Nana Komatsu.

The images looked immediately different from a typical celebrity fashion campaign. Lamar was not being asked to be somebody else. Rather, the campaign drew on the quiet confidence that is part of his public image. Lamar wore Chanel glasses against the stark, understated background that the campaign used throughout. It was a barebones setup, but it felt right to see one of hip-hop’s more contemplative figures represent a house built on its own long-standing identity.

The partnership didn’t just spring up out of nowhere, either. Lamar and his creative company, pgLang, had collaborated with Chanel before on “The Button,” a short film that was screened during the fashion house’s 2024 haute couture show.

Lamar has always had a more thoughtful than flashy relationship with fashion. He has never needed to chase every trend to make an impression, which may be precisely why Chanel feels like such an interesting match. This campaign showed fans a different side of Kendrick, who they usually see behind a microphone. There wasn’t any music, but the attitude was there. Sometimes, a pair of glasses can say a lot.