pgLang creative partner Dave Free directs Margaret Qualley and Naomi Campbell in short film promoting fashion giant’s Spring-Summer 2024 Haute Couture show
The Button, a collaboration between the fashion giants and the rapper and Dave Free’s “service company” pgLang, stars actresses Margaret Qualley and Anna Mouglalis along with supermodel Naomi Campbell. Free wrote and directed the three-minute, black-and-white short while Lamar scored The Button, which boasts a snippet of an as-of-now unreleased track.
pgLang, which Lamar and Free launched back in 2020 following the rapper’s exit from Top Dawg Entertainment, previously hinted at a project with Chanel at the 2023 Paris Fashion Week.
“At the invitation of Virginie Viard, Kendrick Lamar and creative partner Dave Free meet the world of CHANEL Haute Couture for the first time, bringing to life a story about time and transmission,” pgLang wrote of the short film.
“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.”
The Button also marks Lamar’s first new music since his 2022 double-LP Mr. Morale & The Big Steppers, though he did feature on Baby Keem’s “The Hillbillies,” a remix of Beyonce’s “America Has a Problem,” and a rerecorded “Bad Blood” verse for Taylor Swift’s 1989 (Taylor’s Version) in 2023.