French fashion house Chanel is showcasing its connections to the entertainment industry with its latest marketing drop.
American rapper Kendrick Lamar and actresses Lupita Nyong’o, Margaret Qualley and Nana Komatsu star in the maison’s spring/summer 2025 eyewear campaign; all of the cast members also serve as brand ambassadors. The release centers on individuality, with each of the talents displaying their personality through their choice of sunglasses and prescription pairs.
“What strikes me about this latest eyewear collection from Chanel is that the shape and silhouette of the sunglass lead these designs while the embellishments and branding follow,” said Daymon Bruck, chief creative officer at The O Group, New York.
“Compared to previous collections, these designs are more streamlined and have just enough branding elements to be recognized when seen close-up instead of from across the room,” Mr. Bruck said. “By using mostly a black base for these new frames, Chanel seems to be appealing to a more sophisticated urban audience who tend to seek out accessories of timeless glamour that are naturally very versatile.”
Mr. Bruck is not affiliated with Chanel, but agreed to comment as an industry expert.
Diverse Perspectives
The campaign, released on April 22, spans still-life photography, portraiture and a short film.
Shot and directed by French photographer Karim Sadli, the initiative spotlights the cast’s unique styles through reinventions of Chanel’s signature eyewear collections, including the Butterfly, Cat Eye, Rectangle, Oval and Square designs.
The video advertisement carries a 25-second runtime and showcases each of the four acclaimed talents individually. Ms. Nyong’o wears pieces from the Square collection embellished by the brand’s Double C crest, while Ms. Komatsu dons accessories from the Rectangle line – each piece bears an ornamental take on the Chanel logo.
Mr. Lamar similarly opts for the maximalist aesthetic, with his selection of eyewear featuring crystal beading along both stems. The talent recently joined the maison as a brand ambassador (see story), potentially capitalizing on his massive mainstream success over the past year, with the release of chart-topping album GNX, particularly the single “Not Like Us,” and his performance during the Super Bowl halftime show.
“The right ambassadors from the world of music can bring a lively relevance and help shift brand perception with younger luxury audiences, who can readily see influential musicians as fashion icons and trend setters,” said Mr. Bruck.
The advertisement is scored by American funk band The Meters’ “Hand Clapping Song,” off their 1970 album Struttin’. Image credit: Chanel/Karim Sadli
Meanwhile, Ms. Qualley’s assortment is more wide-ranging, encompassing the Butterfly design and other minimalist items that resemble the throwback style of the 1970s. This aesthetic is carried over into the campaign film as a whole, as it utilizes dense film grain, monochromatic cinematography and an era-appropriate soundtrack to evoke a nostalgic response to the signature sunglass looks.
Chanel’s spring/summer 2025 eyewear collection is available now in-store and on the maison’s website.
High Note
As time goes on, the fashion space’s cultural impact is being more closely tied to that of the music industry, a factor that Mr. Lamar’s ambassador appointment and campaign stardom likely play into.
From the Met Gala to the Grammys and beyond, the high-end apparel space receives the most attention on the red and blue carpets, often based on the clothing choices of influential musical artists.
Ms. Nyong’o was the only eyewear campaign star to attend the 2025 Met Gala, though the maison outfitted Albanian singer-songwriter Dua Lipa for the event. Image credit: Chanel/Karim Sadli
“As heritage luxury brands like Chanel look for ideal strategic partnerships, the music industry has become a popular creative and performative landscape to develop high-profile collaborations,” Mr. Bruck said.
Music has centered Chanel’s recent marketing endeavors, with handbag campaigns starring Dua Lipa (see story) and South Korean singer Jennie Kim of girl group Blackpink (see story).
Luxury peers have also leaned on industry heavyweights over the past few months, with Italian fashion house Versace enlisting Grammy-winning singer-songwriter Sabrina Carpenter (see story) and Italian fashion label Prada casting Australian musical artist Troye Sivan (see story).
The activity has even expanded into other high-end sectors, with German automaker Mercedes-Benz platforming its new CLA model with the help of American rapper Isis Naija Gaston, best known by the stage name Ice Spice (see story).
Original article published in Luxury Daily, May 7, 2025
