On November 29, Chanel announced that artist A$AP Rocky has been appointed as the maison’s newest brand ambassador. Under the creative direction of Matthieu Blazy, who has recently stepped into his role as Artistic Director, the house is entering a new chapter—one that this appointment clearly reflects.
Rocky has long been a defining presence across music, film, and fashion. With five albums released, an expanding list of film roles, and a distinct aesthetic sensibility, he consistently stands at the forefront of contemporary culture. His multidisciplinary approach aligns closely with the type of “modern creator” Blazy envisions. With new film projects, a growing family, and the anticipated release of his upcoming album Don’t Be Dumb, 2025 marks a year of significant momentum for Rocky—making his appointment as Chanel’s ambassador a meaningful addition to his evolving career.
Regarding the announcement, Blazy shared: “Rocky is an incredible artist who puts his heart and soul into every project he’s involved in, in addition to being an incredible human being. Musician, actor, father, friend… he brings so much to the table and always delivers with kindness. We are thrilled to welcome him to Chanel, and I’m thrilled to work together again.”
Blazy previously worked with Rocky during his tenure at Bottega Veneta, where Rocky appeared in a campaign, underscoring the trust and creative rapport between the two.
Rocky also offered his own reflections on joining Chanel: “Matthieu’s imagination is pushing fashion forward. His designs feel both sensitive and strong, they’re grounded in reality but at the same time, always invite one to wonder. I’m so excited to see him at Chanel.”
To accompany the announcement, a short film directed by Michel Gondry was released, featuring Rocky alongside longtime Chanel muse Margaret Qualley. The piece reveals the narrative-driven direction shaping Blazy’s vision for the maison.
In New York, anticipation is also building ahead of Blazy’s first CHANEL Métiers d’Art show on December 2, adding further excitement to the post-Thanksgiving holiday season.
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