Iconic rapper A$AP Rocky has just been named an official ambassador at Chanel. He was recently spotted on the streets of New York City, down on one knee and about to propose to actor Margaret Qualley; now we know it was behind-the-scenes of his first campaign for Chanel, officially launching on December 2, 2025 as part of the luxury fashion brand’s Métiers d’art 2026 collection.
Chanel posted the video of the campaign on Sunday just 48 hours before Matthieu Blazy will stage his debut of Métiers d’Art also in New York. In Chanel’s 134-year history, Grammy-nominated musician A$AP Rocky is the luxury brand’s first African-American male brand ambassador. This move continues the innovative spirit of the late Creative Director Karl Lagerfeld and the new creative director Matthieu Blazy.
Directed by Michel Gondry, the 2.49-minute video opens with the stars waking up in the bed of an apartment in Williamsburg. Qualley disappears into a bathroom, changing out of her blue nightie and reappearing in a red, white and blue houndstooth Chanel jacket, paired with pale blue pants. A$AP then leaps out of bed and descends the tenement building’s steel stairs and sets off on a mad dash after Qualley. This leads to him swimming under the Brooklyn Bridge, and running north through the Lower East Side, before catching up with Qualley at Astor Place station and prosing to her. Presumably, they leave together for the Métiers d’Art show, on Tuesday, 8 p.m. New York time.
It’s been a monumental year for the artist, who starred in two films,If I Had Legs I’d Kick You and Spike Lee’s Highest 2 Lowest. And was named the CFDA’s 2025 Fashion Icon in October. A$AP Rocky will be involved in Chanel’s art projects as a “creative collaborator.” Speaking about his new appointment at the house, Rocky shared: “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.”
In an official statement announcing this historic appointment, Matthieu says, “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.”
Chanel: protects artisanal craft from extinction
Coco Chanel recognised the importance of acquiring and investing in artisanal businesses while maintaining their independence and ability to work with other brands. The aim was to financially support the artisan workshops to save age-old artisan crafts from potential extinction, also ensuring that the luxury fashion industry has access to the fine craft skills on which their business depends.
A prime illustration of this initiative is Maison Lesage, which became part of the House of Chanel in 2002, and is recognised worldwide as the guardian of embroidery art. Since 1992, Maison Lesage has been imparting its knowledge and techniques through its prestigious Parisian school. On an average, each year the school offers four hundred students the opportunity to discover a unique craft, which involves learning embroidery techniques and leveraging their skills to be used in Haute Couture.
Per a company report: “We don’t intend to fund our acquisition forever. Our aim is to help the Maisons d’Art build economic resilience over time, so they eventually develop into sustainable, fully independent businesses with strong long- term potential. This is all part of the unique perspective we bring and our desire to create a virtuous circle: one that benefits the artisans, their communities.”
Métiers d’Art brings together the twenty-six artisanal maisons now owned by Chanel, including Lemarié: feather and flower maker; Maison Michel: hat-maker; Massaro: shoemaker; Lesage: embroiderer; Desrues (costume jewellery and buttons), Barrie (cashmere), Goossens: goldsmith; Atelier Montex: embroiderer; Causse: glove maker; Lognon: pleater; and A.c.t. 3: tweed producer. Their savoir-faire are at the heart of the Métiers d’Art collection held in a different city each year.
About Chanel
Chanel is a private company and a world leader in creating, developing, manufacturing and distributing luxury products. Founded by Gabrielle Chanel at the beginning of the last century, Chanel offers a broad range of high-end creations, including Ready-to-Wear, Leather Goods, Fashion Accessories, Eyewear, Fragrances, Makeup, Skincare, Jewellery and Watches. Chanel is also renowned for its Haute Couture collections, presented twice yearly in Paris, and for having acquired a large number of specialised suppliers, collectively known as the Métiers d’art.
Chanel is dedicated to ultimate luxury and to the highest level of craftsmanship. It is a brand whose core values remain historically grounded on exceptional creation. The company has invested steadily in the Maisons d’Art, building a portfolio of companies, under Paraffection, which means “for the love of.” By acquiring and investing in businesses, Chanel provides the cash flow and managerial support for the small companies to innovate new techniques and enables them to recruit and train skilled artisans. At the same time, Chanel is directly connected to the source of craftsmanship.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
