Kendrick Lamar has been named a brand ambassador for Chanel, the fashion house confirmed Monday via Business of Fashion. In making the announcement, the Grammy and Pulitzer prize-winning rapper starred in Chanel’s latest eyewear campaign launching April 22.

As the luxury label’s newest ambassador, the Pulitzer-winning rapper has gained yet another major foothold in the world of fashion. Could this be a sign that Chanel is finally ready to try menswear?

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