Kendrick Lamar has been named Chanel’s newest brand ambassador, marking the latest chapter in his ongoing collaboration with the French fashion house. 

The 22-time Grammy winner stars in the brand’s latest eyewear campaign, photographed by Karim Sadli, which debuted this week. 

In a statement shared as part of the announcement, the rapper spoke to what drew him to the storied brand, pointing to Chanel’s “timeless legacy” as a key factor in the partnership.

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Fans may recall that the West Coast legend and longtime collaborator Dave Free was tapped to work on Chanel’s “The Button” short film, which starred Margaret Qualley and premiered in January last year. 

Over the years, the “They Not Like Us” hitmaker has also been spotted in standout Chanel pieces, including a custom Eliantte & Co. tooth cap featuring the brand’s signature double-C logo. 

The Chanel campaign news follows another high-profile collaboration for K Dot, who recently lent his voice to Gatorade’s latest ad spot. 

In the campaign, the rapper narrates a message about the importance of hydration and how it gives you the power to “compete against anything, even gravity.” The moment marked the first time a musician has ever been featured in a Gatorade commercial.