Supermodel Kate Moss crosses to the other side of the catwalk with her eagerly awaited designer clothing range, when Topshop opens its doors to what many expect to be a fashion frenzy.
It is the first foray into design by one of the world's most photographed women, the trigger for fashion trends from skinny jeans to sawn-off shorts.
"We expected the publicity to be big, but not this big," Mary Homer, one of Topshop's managing directors, told Reuters.
The store has 2,000 umbrellas ready for queuing shoppers in the event of rain when the range goes on sale at its flagship Oxford Circus store before opening nationwide on May 1.
During the next two weeks, the collection will launch in another 21 countries, including at upmarket US store Barney's.
The 50 piece range stretches from STG12 ($A29) for a tight-fitting vest to a leather jacket for STG150 ($A362).
To try to prevent fights among shoppers, each person will be able to buy only five items.
Moss, who cut a STG3 million ($A7.25 million) deal with Topshop, is the latest celebrity hired by a retailer to help win an increasingly competitive battle for fashion-savvy mid-market shoppers.
Madonna is now starring at H&M and will soon be followed at the Swedish chain by Kylie Minogue, while singer Lily Allen has struck a deal with New Look.
While H&M saw its March sales surge 17 per cent thanks to Madonna, Moss, whose every fashion move is followed by the British press, is expected to be a bigger hit because of her history of inspiring millions of women's wardrobe choices.
REUTERS
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