Kendrick Lamar curated the soundtrack for Chanel's short film

It's been just over seven months since Kendrick Lamar made a surprise appearance in the front row of Chanel's FW 23/24 runway show: an unexpected presence, especially considering the heritage of the brand founded by Coco Chanel. Seeing K-dot among the show's spectators was a significant move for the brand, an intelligent strategy that managed to overshadow criticisms from fashion commentators. These commentators had already been harshly reviewing Chanel's recent shows for some time. Kendrick Lamar, along with Pharrell Williams, remains today as the only male figure with whom the brand has chosen to associate throughout its history. In 2017, the current creative director of Louis Vuitton had been the protagonist of a campaign for the brand featuring the double C logo. The collaboration between Chanel and Kendrick Lamar aims for a more concrete and less associative goal than in the past.

The couture week is about to open, and for Chanel, it's a new opportunity to make headlines. The brand has decided to involve Kendrick Lamar once again in the production of a short film. From The Button (this is the title), the brilliant ideas of Kendrick Lamar and Dave Free, the founders of pgLang, a U.S.-based independent communication company specializing in the production of music and visual media, emerge. Dave Free was both the screenwriter and director of the short video, while Kendrick Lamar took care of the soundtrack: it is indeed a comeback for K-dot, who, apart from the recent track "The Hillbillies" in collaboration with Baby Keem, hasn't released new music since the last official album, Mr. Morale and The Big Steppers. The starring celebrities in the short film are Naomi Campbell, Anna Mouglalis, and Margaret Qualley, and these are the only details available at the moment: the haute couture show will take place tomorrow in Paris, and it could be a good opportunity to discover the debut date of Kendrick Lamar's track for the short film.