Kendrick Lamar has been announced as Chanel’s newest ambassador. The French luxury brand is kicking off its collaboration with the American musician — the first and only rapper to win a Pulitzer Prize — by showcasing him in its upcoming eyewear campaign, which was released last week.

The American musician’s distinctive mix of creativity, social and political critique, and boldness has earned him cultural influence, commercial success, and acclaim from major institutions. Now, he takes center stage in the French brand’s newest eyewear campaign. That’s a brilliant move from the iconic French house.

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Image: Kendrick Lamar © Karim Sadli.