There’s something deeply personal about eyewear. More than just an accessory, it’s a lens into personality, expression, and identity. For Spring-Summer 2025, CHANEL explores that very idea in a campaign that feels less like advertising and more like portraiture. Fronted by a cast of global talent—Lupita Nyong’o, Margaret Qualley, Nana Komatsu, and Kendrick Lamar—the campaign offers a refreshing take on what eyewear can mean when worn with intention.
Shot by photographer Karim Sadli, the visuals are elegant, expressive, and unmistakably CHANEL. But they also carry a raw intimacy, capturing the way eyewear can shape the mood, elevate a look, or conceal a thought. Through this campaign, CHANEL doesn’t just show off a collection—it presents a study in identity, personality, and presence.
Lupita Nyong’o, in her debut as a CHANEL ambassador, brings her signature grace and eloquence to the campaign. Having long been a friend of the House, her appointment as ambassador feels not only natural but overdue. “The House of CHANEL was one of my first supporters,” she says, recalling her early days wearing CHANEL on the red carpet. Over a decade later, her connection to the brand has deepened. “There is a dedication to the liberty of the modern woman that resonates with me,” she explains, noting how CHANEL champions expression, comfort, and movement. For her, eyewear is not just a tool for vision but a means of self-presentation. “Glasses are an excellent way to express something immediate about myself. And of course, sunglasses add a touch of attitude and mystery.”
That idea of mystery is echoed by fellow campaign star Margaret Qualley. An actress known for her layered performances and off-beat charm, Qualley has been working with CHANEL since she was a teenager. “The fact that they cast me when I was sixteen made me feel so special,” she reflects. Now a seasoned ambassador, she brings a quiet cool to the campaign. “I love glasses so I can hide,” she says simply. “CHANEL glasses are special because they hold mystery. Suddenly you’re Audrey Hepburn or Grace Kelly—you’re signaling that you’ve got secrets.”
Japanese actress Nana Komatsu brings her own perspective to the lens. Known for her emotionally rich performances and singular aesthetic, Komatsu sees CHANEL eyewear as an extension of her identity. “It brings out new sides of me beyond female elegance,” she says. “Such as my slightly punk and playful side.” For Komatsu, the tension between contrasts is what makes CHANEL’s aesthetic so powerful. “The coexistence of strength and delicacy, modern and classic, simplicity and elegance—that paradox feels familiar to me. It matches how I express myself.”
And then there’s Kendrick Lamar. The only man in the campaign, Lamar’s presence is cool, deliberate, and loaded with meaning. As a Grammy and Pulitzer Prize-winning artist, he’s always defied convention, so it’s fitting that his inclusion here is symbolic as much as it is stylish. “CHANEL has a timeless legacy,” Lamar says, adding, “and that is always something I can get behind.” Since the brand doesn’t design men’s clothing, Lamar’s choice to represent the eyewear line shows how CHANEL’s visual language transcends boundaries. He wears it with confidence, letting the frames speak as powerfully as his lyrics.
What ties all these portraits together isn’t just a shared love of fashion or fame. It’s the way each subject wears CHANEL eyewear as if it’s a second skin—a creative extension of who they are. The designs themselves echo that same philosophy. CHANEL’s 2025 collection blends house codes with expressive silhouettes. Hardware accents give a confident edge, while retro-inspired shapes keep things feeling current. There’s a strong balance between classic luxury and personal flair. From sharp cat-eyes to understated rectangles, every frame is a mood—and that’s the point.
As the House continues to evolve, campaigns like this remind us why CHANEL remains a cultural touchstone. It’s never just about looking good. It’s about how fashion makes us feel, how it connects us to history, and how it allows us to express who we are. Through the eyes of Lupita, Margaret, Nana, and Kendrick, CHANEL’s Spring-Summer 2025 eyewear campaign doesn’t just showcase sunglasses and spectacles—it celebrates the power of character, creativity, and a certain quiet confidence that only true style can deliver.
