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01/05/07
Kate Moss Rules from her Top Shop Throne
- Queen of fashion allows the crowd in on some of her magic

Kate Moss Rules from her Top Shop ThroneEXTRAORDINARY security measures greeted punters at Top Shop on Oxford Street last night as the new Kate Moss range was unveiled.

Uniformed guards patrolled the area while thousands of Moss fans crowded the pavement; there was a military-efficient wristband system that allowed for just 150 entries into the shop at a time, and then only in small groups, and shoppers were only allowed to try on eight and buy five of Moss's range of clothes, based on things she’s worn in the recent past.

One of the reasons for the security overload was to stop people buying up the stock and flogging it off later on eBay, said Top Shop.

The icon from Croydon herself was also in the shop, at a private launch attended by famous friends like Sadie Frost and Meg Matthews.

Today, Top Shops around the country will sell the Kate Moss range, which has received a mixed reception from fashion critics, but which has already proved an overwhelming success as far as the target market of late teenage/early twentysomething women goes.

Despite the criticism for just ransacking her own wardrobe for ideas, Moss has provided a cogent rationale for the wear-it-and-share-it approach.

"I'd talked to lots of people in the business about designing my own thing," said Moss last month.

"Everyone said I should do something, but I didn’t want to be a 'designer' designer and have to do shows and all of it."



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