‘Kendrick Lamar x Chanel: Why cultural capital trumps fame in collabs’

In a bold and culturally charged move, Chanel has named Kendrick Lamar as the new face of its eyewear campaign — an appointment that has sent shockwaves through both fashion and music circles. The rapper — known for his poetic complexity, Pulitzer Prize-winning lyricism, and uncompromising creative integrity — is far from a conventional choice for a house like Chanel. But that’s precisely what makes this collaboration so powerful. The news has triggered strong reactions across social media platforms, with one TikTok influencer asking, “Is this the future of luxury fashion?” More than a celebrity endorsement, this partnership marks a strategic pivot: a recognition that luxury today is defined not by static heritage but by dynamic cultural relevance. It’s a message to the world that Chanel is not just observing culture from afar but actively participating in its most influential spaces. For decades, the intersection of hip-hop and high fashion was fraught with tension. Luxury brands, built on codes of refinement and exclusivity, often resisted acknowledging the powerful role hip-hop played in shaping aspiration, identity, and style for a new generation. But today, the lines have blurred, if not vanished. Hip-hop is luxury. It defines what’s cool, what’s influential, what’s next. When values align: Why Kendrick Lamar x Chanel works In contrast to other hip-hop collaborations, Lamar’s appointment isn’t about a superficial injection of “cool.” Chanel didn’t tap him for viral dances or trend-chasing relevance. Lamar represents something deeper: a convergence of cultural substance, artistic excellence, and unapologetic authenticity. His brand is rooted in meaning, discipline, and mastery — values that mirror Chanel’s own DNA. This alignment is critical for any brand collaboration. I recently analyzed the collaborations and brand ambassador appointments of several luxury brands in terms of commercial success. Many are flops, often eroding brand equity due to poor strategic fit. The main issue? A misalignment of values. In other words, the brand’s narrative often clashes with that of the ambassador or collaboration partner. Strategic clarity is essential for success. The Lamar campaign is especially striking when viewed through the lens of Chanel’s history. The maison, founded by a woman who revolutionized women’s fashion, has always challenged conventions while upholding timeless elegance. Gabrielle Chanel built her legacy by transforming simplicity into sophistication and empowering women through style. Today, Chanel is broadening the conversation: redefining elegance for a younger, more global audience. Lamar, wearing Chanel eyewear with quiet power and magnetic presence, becomes the embodiment of this evolution. His image doesn’t dilute Chanel’s codes; instead, it (literally) reframes them. In doing so, the brand demonstrates that its values resonate across cultures, genres, and generations. Expanding Chanel’s appeal via cultural moments What makes this even more relevant is the rise of unisex luxury. Eyewear is one of the most democratic luxury categories, often serving as a first point of entry into a brand’s world. By choosing Lamar, Chanel signals that its world is expansive, inclusive, and emotionally resonant. It’s no longer about appealing to “her” or “him”; rather, it’s about capturing a mindset, a feeling, a cultural moment. Luxury today isn’t just about products; it’s about symbolism expressed through excellence in storytelling. Luxury requires emotional meaning. And in an era where consumers, especially Gen Z, demand authenticity over aspiration, a collaboration like this feels both timely and timeless. Kendrick doesn’t sell out to the brand. He brings the brand into his universe, lending it credibility among audiences who might otherwise view heritage luxury as out of touch. A new era of celebrity endorsements The traditional celebrity model of luxury is broken. The days when any famous face could lend credibility to a product are over. Gucci’s unprecedented downfall, despite an endless roster of brand ambassadors, proves that more is not always more. Precision and cultural fit are critical. Authenticity is non-negotiable. And cultural capital is more powerful than fame. We’re seeing a shift where the most successful ambassadors are those who bring substance, not just style. Think of Pharrell at Louis Vuitton, Federer at Rolex, or A$AP Rocky at Bottega Veneta. These are not surface-level partnerships; they are cultural mergers where 1+1 equals more than 2. Bold yet logical, they redefine who luxury is for and what it looks like. In Lamar, Chanel finds a figure who doesn’t shout luxury but lives it through mastery, subtlety, and intent. It’s a reminder that the future of luxury will not be driven by loud logos or influencers but by deeper meaning. The lesson for luxury brands is to be strategic and intentional. Ultimately, this is the brilliance of Chanel’s campaign — it doesn’t chase relevance; it creates it. This is an opinion piece by Daniel Langer, CEO of Équité, recognized as one of the “Global Top Five Luxury Key Opinion Leaders,” and advisor to some of the most iconic luxury brands in the world. He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. Daniel has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Daniel conducts in-person masterclasses on various luxury topics across the world. As a luxury expert featured on Bloomberg TV, Forbes, The Economist, and others; Daniel holds an MBA and a Ph.D. in luxury management, and has received education from Harvard Business School. Sign up for his online luxury masterclasses at the Jing Academy.

‘Kendrick Lamar x Chanel: Why cultural capital trumps fame in collabs’

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Published May 12, 2025

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‘Kendrick Lamar x Chanel: Why cultural capital trumps fame in collabs’