Karl Lagerfeld turns director as Keira Knightley plays Coco Chanel Karl Lagerfeld is set to direct a short film starring Keira Knightley as the iconic Coco Chanel, and models Stella Tennant, Tallulah Harlech and Brad and Hudson Kroenig to celebrate the brand's 100th anniversary. The creative director is set to mark to brand's 100th anniversary with a short film set in the French seaside town of Deauville, the location of the first ever Chanel boutique which was financed by Gabrielle 'Coco' Chanel's lover, Arthur 'Boy' Capel. READ: Keira Knightley's Chanel advert too sexual for children Knightley, the face of Chanel's Coco Mademoiselle fragrance, will play the late designer, and French actress Clotilde Hemse will play Coco's aunt, Adrienne. Though technically Coco's aunt, Adrienne was close in age to the designer and the pair had a strong friendship. She and Coco's sister, Antoinette, would promenade down through the town wearing Chanel creations to advertise the boutique. Tallulah Harlech, model, actress and daughter of Lagerfeld's long-time collaborator Lady Amanda Harlech, Stella Tennant, musician Caroline De Maigret, and male model Brad Kroenig and his four-year-old son - Lagerfeld's godson - Hudson, will also star in the film. It will be premiered in May when the brand showcases the next Cruise collection in Singapore, and shot on location later this week. IN PICTURES: When actresses play style icons The town is now "riddled with neon signs," comments WWD , so Lagerfeld and his team will recreate detailed, retro sets to illustrate the town as it was 100 years ago.