the cannes film festival takes place between 11th-22nd of may this year. chanel established, on the croisette, a pop up store in town starting with the 7th, just in case any of the stars is missing a gown, a clutch or jewelry. next, mr. lagerfeld organized a fashion show at cap d’antibes, 9 km away from cannes, to introduce his cruise collection 2012. a no brainer, right? given the fact that the top 100 of the world’s movie stars were nearby and in need of exposure and possibly, some clothes to lounge around on yachts or on the beach.

you’d say that would be sufficient, right? well, wrong! the kaiser directed a medium length film starring his favourite beautiful people: anna mouglalis, one of the brand ambassadors, lady amanda harlech, karl’s long time collaborator, and many of his favourite models: freja beha erichsen, kristen mcmenamy, bianca balti, brad koening, jake davies, mark vanderloo and, last but not least, his golden boy, baptiste giabiconi. the film uses the perfect cote d’azur backdrop to showcase the endless possibilities one (rich) person has of including the new chanel pieces in his/her lifestyle.

anyhow, karl rules! he knows you gotta spend money to make money. and he does it in a pretty nice and effective way.