The Button

New Kendrick Lamar Music Has Arrived, Via Chanel’s Haute Couture Fashion Show Campaign

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Kendrick Lamar and his company, pgLang, recently helped score a short promotional video for Chanel’s Spring-Summer 2024 Haute Couture Show. The video was written and directed by Dave Free, and stars Margaret Qualley, Anna Mouglalis, and Naomi Campbell.

Interestingly enough, it also caught fans’ attention for appearing to have an unreleased song from Lamar. Backed by a fast-paced instrumental that matches the stress that Qualley portrays while trying to get a train ticket, Lamar can be heard around the 0:40 mark.

“I’m up and down,” he sings over the beat. “To see there’s an exit is impossible.”

“At the invitation of Virginie Viard, Kendrick Lamar, and Dave Free meet the world of Chanel Haute Couture for the first time, bringing to life a story about time and transmission,” a statement read, which Free posted to Instagram. He had teased the release with footage from the video, and Lamar’s song.

“Actress and House ambassador Margaret Qualley plunges us into the tale “The Button” alongside actress and House ambassador Anna Mouglalis, as well as friend of the House Naomi Campbell,” Free’s caption added.

The full Haute Couture Show took place earlier today where fans got to hear the longer Lamar song, which plays around the 16:00 mark.

Check out the video for “The Button” and Chanel’s fashion show above.

Kendrick Lamar Teases New Music By Way Of Chanel’s Short Film ‘The Button’ Trailer Starring Margaret Qualley

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Kendrick Lamar Met Gala 2023
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Kendrick Lamar usually waits a few years between releasing new work. But thanks to the “Rich Spirit” rapper’s creative service company, PgLang, which he runs with Dave Free, he’s making an exception. On January 20, in a joint upload to Instagram, the company unveiled their latest creative endeavor with high-fashion house Chanel.

Chanel shared the official trailer for their forthcoming short film, The Button, starring Margaret Qualley, Anna Mouglalis, and Naomi Campbell, which is written and directed by Free. The ad features what seems to be an unreleased track from Lamar.

As Qualley searches for her missing fastener, Lamar’s record hypes up the viewer as they prepare to join the actress in her quest. On pgLang’s official Instagram, the company provided a synopsis of the collaboration:

At the invitation of Virginie Viard, Kendrick Lamar, and Dave Free meet the world of Chanel Haute Couture for the first time, bringing to life a story about time and transmission. Actress and House ambassador Margaret Qualley plunges us into the tale ‘The Button’ alongside actress and House ambassador Anna Mouglalis, as well as friend of the House, Naomi Campbell.

According to a note posted online, the film will be revealed in its entirety during Chanel’s spring/summer 2024 haute couture show on Tuesday, January 23, at 2 p.m. Paris time. View the full trailer below.