Chanel has named rapper A$AP Rocky as its new global brand ambassador, the luxury house announced today. The move highlights Chanel’s growing focus on blending cultural influence with classic luxury, and it was accompanied by a stylish teaser video featuring actress Margaret Qualley, giving a first look into the upcoming campaign.

The teaser, directed by a prominent fashion filmmaker, showcases Rocky and Qualley in a dynamic Paris-based setting that merges the city’s architectural elegance with a more urban, street-influenced backdrop. The visuals hint at Chanel models and textures reinterpreted through modern lenses think tweed jackets paired with sneakers, classic jewellery offset by edgy styling.

Chanel described the collaboration as paying tribute to the brand’s heritage while embracing boundary-pushing energy: “A celebration of individuality and creativity within a legacy of excellence.” Rocky expressed his enthusiasm for the role, saying he looks forward to contributing to Chanel’s future while bringing his personal aesthetic into the mix.

Margaret Qualley, who has worked with Chanel on previous projects, appears in the teaser offering a counterpoint to Rocky’s street-centric presence. Her involvement reinforces Chanel’s aim to engage different facets of modern culture music, film and fashion through its campaign.

The full campaign is set to roll out later this year across global digital and print channels, and will also include a special series of intimate events and pop-ups. Chanel’s strategic hire of Rocky, a dominant figure in the music and fashion world, signals the brand’s intent to deepen its cultural reach while maintaining its luxury credentials.