What unexpected role did Kendrick Lamar take on with a luxury brand that shocked the fashion world?

Kendrick Lamar was announced as Chanel's latest brand ambassador and the face of its eyewear line in April 2025. His unique partnership began in 2023 at the Met Gala when he wore a custom quilted leather bomber designed by then-creative director Virginie Viard, and it further evolved when he collaborated with Chanel for their January 2024 haute couture show, where he co-designed the set and created a short film titled 'The Button.'