Music producer Pharrell Williams is set to be Chanel’s first ever male handbag model. The campaign will launch April 3rd and features Pharrell inside a concert hall carrying a crocodile version of the new Gabrielle bag, inspired by virtual reality goggles, Metro UK reports.

His affection for Chanel has been evident for some time — not only in his choice of fashion — Pharrell also appeared in a short film for Chanel and he has walked the runway for the classic French brand. The L.A. Times reports that Williams said the Notorious B.I.G. first introduced him to haute couture.

“I was like a nerdy little black kid on a skateboard. So looking at high-end fashion was something that I really didn’t understand in the very beginning,” he said.

“And then I realized, slowly but surely, man, this is amazing. And although there’s mostly the perception that it’s for women, I just started to see, OK, as a man I can wear some of this. So I would wear sunglasses here, or a jacket there.”

Lagerfeld — head designer and creative director of the fashion house — says of the bag, “It’s not very feminine in the sense of being chichi .”Pharrell spoke to WWWD about his excitement when he first received the bag:

“I was like a nerdy little black kid on a skateboard. So looking at high-end fashion was something that I really didn’t understand in the very beginning. And then I realized, slowly but surely, man, this is amazing. And although there’s mostly the perception that it’s for women, I just started to see, OK, as a man I can wear some of this. So I would wear sunglasses here, or a jacket there.”

The forthcoming ads also feature actress Kristen Stewart and models Cara Delevingne and Caroline de Maigret.

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