For its Spring-Summer 2025 collection, CHANEL reinterprets its iconic codes through minimalist and sophisticated eyewear designs. In a campaign photographed by Karim Sadli, Kendrick Lamar, alongside Nana Komatsu, Lupita Nyong'o, and Margaret Qualley, embodies CHANEL elegance in its most plural and contemporary form.
The CHANEL Spring-Summer 2025 Eyewear collection blends clean lines with refined detailing. With graphic silhouettes, sleek metallic frames, and plays on transparency, each model reflects the House’s visual grammar: black and white, pearls, camellias, and signature chains. A perfectly calibrated balance between couture spirit and modern functionality.
A visionary musician and CHANEL ambassador, Kendrick Lamar lends his gaze to the collection by embodying a poised, understated masculinity. More than just a face of the campaign, he emerges as a visual interpreter of CHANEL style, bringing poetic intensity to the frames he wears — in full harmony with his rigorous creative universe.
The campaign brings together three ambassadors with distinct identities: Japanese actress Nana Komatsu, a rising auteur cinema star; Oscar-winning Lupita Nyong'o, known for her bold choices; and Margaret Qualley, a contemporary muse and loyal CHANEL figure. Each one channels a unique variation of CHANEL elegance, reinforcing the universal appeal of the collection.
Renowned for his intimate and expressive portraits, photographer and director Karim Sadli captures moments of quiet intensity and timeless style. His minimalist approach, favoring soft shadows and stripped-down settings, enhances the presence of each subject. The result is a cinematic, contemplative campaign, rich in emotion and precision.
This collection’s creative tension lies in the contrast between subtlety and statement. Some frames embrace near-invisibility with refined simplicity, while others assume a bold identity, adorned with jewelry-inspired temples or revisited logos. Together, they form a versatile optical wardrobe that’s both expressive and true to the House’s DNA.
Because it reflects CHANEL’s evolving style language, through a remarkable casting. With Kendrick Lamar and three ambassadors of strong identity, the House reaffirms its vision of elegance in tune with its time, while staying faithful to its optical heritage.
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Photo : Lumiprod