Kendrick Lamar may be one of music’s most notable names, and his star continues to climb.

For, the Hip-Hop force has been tapped as the newest Brand Ambassador for Chanel.

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Lamar, who is the first and only rapper to win a Pulitzer Prize, features in the fashion giant’s new eyewear campaign.

Of the campaign, the 37-year-old said:

“I spent a week in Paris with their team and explored the brand history. I visited the Chanel ateliers and saw the process of how something goes from design to execution. Seeing the people who work hard and bring these visions to life resonates with me.”

He added:

“Chanel has a timeless legacy and that is always something I can get behind. Since they don’t make clothes for men, I knew it would have to be glasses.”

The reveal comes as K. Dot thrills audiences on the Grand National Tour with SZA this summer.

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