Chanel has tapped Kendrick Lamar and his company, pgLang, to help score a short film promoting their spring-summer 2024 haute couture show. Written and directed by pgLang’s Dave Free, “The Button” stars Margaret Qualley, Anna Mouglalis, and Naomi Campbell and features new music by Lamar. Watch it, along with the full fashion show, below.
Lamar and Free launched pgLang back in 2020. Originally described as “a new multi-lingual, at service company” for creators and projects to “selflessly speak with, and for, the shared experiences that connect us all,” pgLang has since gone on to partner with Baby Keem and Lamar himself. It has also designed cellphones and Converse shoes.