Kate Moss' latest collection went on sale in Topshop's Oxford Circus flagship in London this morning and caused a shopping frenzy.
The sexiness of this high summer collection, combined with a return of high temperatures, ensured the clothes sold like hot cakes - especially the dresses.
Two hundred of the coveted red pansy dresses, for example, were sold in the first hour and a half.
Other favourites included a striped 50's style 'prom' frock and a Rajasthani-style printed cotton halter-neck.
A spokesman said more than 2.5million page views were expected on the topshop website - the only other place where this Kate Moss collection can be bought apart from Oxford Circus.
The launch of the supermodel's latest collection has added yet more lustre to the crown of Topshop which will open its first New York store in October.
Retail tycoon Sir Philip Green, who owns Topshop - part of the Arcadia Group - has called in the major American PR, production and events company, KCD, to handle the opening.
And Kate Moss herself has said she will attend.