There’s a particular image that lands with both fashion and cultural authority: a black leather jacket, the Mojave Desert as backdrop, and Timothée Chalamet nonchalantly perched on the hood of an all-electric SUV. Lucid Motors, the Silicon Valley EV maker known for its minimalist design language and engineering ambition, understands the value of that moment.
Lucid has just named Chalamet its first-ever Global Brand Ambassador, a multi-year appointment that reads like a knowing nod toward cultural relevance. The campaign, set to premiere this fall, introduces the Lucid Gravity, a three-row SUV that aspires to be both family transport and fashion object in equal measure.
Timothée Chalamet for Lucid
For Chalamet, who was first seen behind the wheel of a Lucid Air back in 2023, this partnership seems like a natural progression. With a wardrobe that toggles between Haider Ackermann tailoring and downtown thrift, he brings a kind of high-low fluency that syncs well with Lucid’s own pitch: design-first, performance-rich, and refreshingly un-Tesla.
“We’re excited to welcome Timothée as our first Global Brand Ambassador,” shared Akerho “AK” Oghoghomeh, Lucid’s Senior Vice President of Marketing. “He brings together the same fearless creativity and uncompromising vision that defines our brand, embodying what it means to compromise nothing, both on and off screen.”
The campaign visuals offer something closer to a fashion editorial than a car commercial. Chalamet sits in the driver’s seat, ankle resting on the dash, or slouched across the hood with cinematic disinterest. The styling is relaxed: slim trousers, crisp white tee, black leather jacket. He could be on his way to a Safdie set, or a fitting at Celine.
Lucid, for its part, appears to be playing a longer game. Instead of foregrounding specs, it places the Gravity into a wider cultural register, joining a lineage of automotive brands flirting with fashion fluency. If Range Rover has become the uniform of discreet wealth, Lucid is angling for something a little more editorial.
The Gravity itself promises the performance of a luxury sports car with the versatility of a full-size SUV. That may be true. But in this campaign, it is not the drivetrain or range figures that do the talking. It is the silhouette, the surface, and the passenger. If the car looks this good in a still, imagine how it feels to drive.
Whether Lucid can translate Chalamet’s considerable cool into market share remains an open question. But from a fashion vantage, the conclusion is fairly straightforward: the car looks good. So does Timothée. And sometimes, that is the only pull a campaign really needs.
