Keira Knightley, a favorite of Chanel creative director Karl Lagerfeld, has been hand-picked by the designer to portray Coco Chanel for a short film in celebration of the 100th anniversary of the label's first store in Deuville, France.

Already a celebrity spokesmodel for the French fashion house - whose latest commercials for their Coco Mademoiselle fragrance sparked controversy over its provocative, sensual content - it is no surprise that Lagerfeld decided to cast the A-list film actress to bring Chanel's founder to the screen.

Though the film is planned to be shot on location in Paris, Deuville will be recreated in retro sets that reflect its "original small seaside town charm." French actress Clotilde Hesme has also been cast to play Coco's aunt Adrienne.

While the short's title has yet to be leaked, it is scheduled to premiere in Singapore in conjunction with the unveiling of Chanel's upcoming cruise collection in May.