“Once Upon a Time” celebrates the founding of the famous Parisian luxury label’s first store exactly a century ago.

Starring recently married Chanel favorite Keira Knightley, the 18-minute long film was directed by the brand’s creative director Karl Lagerfeld, and was unveiled as the brand showed the latest Cruise collection in Singapore on May 9.

Featuring appearances from some of fashion’s biggest names (and Lagerfeld’s favorite stars), the film explores the story of Gabrielle ‘Coco’ Chanel’s first shop, established in 1913 in the French seaside town of Deauville as well as her relationship with the shop’s financier, and Coco’s lover, Arthur ‘Boy’ Capel.

Runway model Lindsey Wixson plays apparently fussy shopper Miss Wonderbilt, who ends up buying up all of the collection, alongside appearances from 1980s favourite Tallulah Harlech and current Chanel stars Saskia de Brauw and Ashleigh Good.

No newcomer to the world of Chanel, young Hudson has already walked in shows for the brand (it might help that his godfather is none other than Mr Lagerfeld himself).