Kendrick Lamar delved into the world of Chanel in Paris before being chosen as the ambassador for its eyewear campaign, blending Hip-Hop culture with high fashion. He visited Chanel's Paris atelier to understand the craftsmanship and history behind the brand before being selected to represent their eyewear collection. The rapper expressed his admiration for the hardworking artisans at Chanel and the process of bringing design visions to life. Kendrick Lamar's collaboration with Chanel follows his representation of the brand at the 2023 Met Gala and his work on the label's haute couture show set and short film titled The Button in January 2024. His affinity for Chanel's timeless legacy and absence of men's clothing led him to focus on eyewear for the campaign, set to be launched soon with photography by Karim Sadli.