Chanel names Pedro Pascal ambassador and confirms its shift towards modern masculinity

Chanel has just struck a major blow in April 2026. It has appointed Pedro Pascal as brand ambassador. This bold choice confirms a new direction for the French label.

Pedro Pascal officially joins the two-C house

On April 13, 2026, Pedro Pascal became Chanel’s second male ambassador since the arrival of Matthieu Blazy. This announcement follows several months of rapprochement between the actor and the fashion house. On Monday, October 6, 2025, he already attended the spring-summer 2026 show, the first ever for the Franco-Belgian artistic director.

Five months later, at the 98th Oscars, the actor wore an outfit signed by the label. The look consisted of black flared pants and a white shirt adorned with a large immaculate flower. This appearance marked the beginning of a closer relationship.

“Pedro is a wonderful man and an incredible actor. His kindness, talent and worldview are both endearing and inspiring.”

A committed and popular actor

Born to Chilean refugee parents, the 51-year-old actor is known for taking a stand. He has supported the Black Lives Matter movement since 2013. He is also one of the few stars to publicly defend LGBTQIA+ rights.

In April 2025, at the London premiere of Thunderbolts*, he wore a T-shirt with a message. The garment, designed by Conner Ives, read “Protect The Dolls”. The piece went viral, raising $70,000 for the Trans Lifeline association.

• Matthieu Blazy is the company’s fourth artistic director
• Pedro Pascal is the second male ambassador under his leadership
• A$AP Rocky has also been chosen to represent the label.
• The house was founded in 1910 by Gabrielle Chanel
• The spring-summer 2026 show took place on October 6, 2025

A$AP Rocky, the other face of this new era

The American rapper also embodies the brand’s values of modernity. Father of three and clothing designer, he refuses to be dictated to by dress codes. On several occasions, he has worn pieces perceived as feminine, such as skirts and handbags.

For a long time, the luxury sector kept hip-hop at arm’s length. Now Chanel is embracing this prolific scene. This strategic shift reflects a desire to reach a wider, younger audience.

Michel Gondry directed a film for the brand with A$AP Rocky. This artistic collaboration reinforces the avant-garde image the label wishes to project in 2026.

Men who challenge fashion norms

Pedro Pascal shares this free-spirited vision of men’s dressing. He has walked the red carpet in Saint Laurent thigh-high boots. His warm smile and his close relationship with his sister Lux contribute to his positive image.

These two personalities embody a relaxed, authentic masculinity. They match the ambition of the venerable house founded in 1910. This choice should reinforce its popularity with a new generation.

A new communications strategy for Chanel

The brand’s choice of committed ambassadors sends a clear message. It wants to defend the values of modernity and inclusion head-on. This positioning contrasts with the more classic image associated with French luxury.

Matthieu Blazy’s first show ended with a standing ovation. This enthusiastic reception confirmed the company’s artistic shift. The choice of ambassadors continues this creative dynamic.

Pedro Pascal and A$AP Rocky don’t just wear clothes. They convey an open, caring vision of the world. For the house with the two Cs, these faces sketch out a resolutely forward-looking future.

• Chanel