Kendrick Lamar has been named a brand ambassador for Chanel, the fashion house confirmed Monday via Business of Fashion. In making the announcement, the Grammy and Pulitzer prize-winning rapper starred in Chanel’s latest eyewear campaign launching April 22.

Kendrick Lamar has extended his winning streak into high fashion. Chanel has named him their newest brand ambassador.

As the luxury label’s newest ambassador, the Pulitzer-winning rapper has gained yet another major foothold in the world of fashion. Could this be a sign that Chanel is finally ready to try menswear?