UNITED KINGDOM: Preview of Kate Moss collection for Topshop

Just days before British supermodel Kate Moss's collection for Topshop goes on sale in Britain on May 1, we go behind-the-scenes to reveal one of the most hyped and anticipated clothing lines in UK retail history. On Monday, April 30 there will be a gala launch at Topshop's flagship store on Oxford Circus London where Moss is expected to unveil the collection before hundreds of shoppers. It is the first time Moss, who the fashion media tout as a style icon, has branched beyond modelling. Her career and that of one of Britain's best known fashion chains is riding on her multi-million pound design debut. One of Topshop's Managing Directors Karyn Fenn gave Reuters Television a sneak preview of some of the garments. About working with the supermodel, she said: "She is extremely down-to-earth, absolutely lovely, has got very very fixed ideas on her taste levels, you know the kind of products she likes so it's actually been really really comfortable and very easy" and added "Kate will come in, obviously on a regular basis. She brings in garments from her wardrobe, garments that she's actually gone out and bought for us and then we would loosely sit and chat about them, make amendments as to what she likes, doesn't like and then we would give them out to our supply chain and then she'll come in when the samples are back and say yes, no, like, don't like, it's too tight, too loose, too whatever." Topshop has kept publicity for the launch underground, running a viral marketing campaign through podcasts on its website showing Moss designing and then trying on each piece. Around 50 pieces will launch on May 1, from a racer back vest at 12 pounds to 150 pounds for a leather jacket. Topshop owner Sir Philip Green paid the supermodel a reported three million pounds to design the collection which draws on some of her most photographed outfits. Green is banking on the collection's success to help Topshop become a global brand to rival international fast fashion chains Zara and H&M. The collection was created around Moss's signature bohemian rock-chic look. Her personality is stamped on the collection right down to tiny swallows and hearts on the cuffs of jeans that were based on her tattoos. It's gained a positive response from Britain's fashion press, who ritually follow Moss's every fashion move. The Times of London praised its "slightly soiled glamour" while U.S. critics are more divided. Bad publicity is good publicist and the range has been snapped up by upmarket New York department store Barney's where it is due make its U.S. launch on May 8. It will also launch in two of Europe's most glamorous boutiques -- Colette in Paris and Milan's Corso Como. In London, some fashion fans expressed their opinion on the supermodel's collection: "I think I might look into that because her dress sense is quite good." "Not imagining myself but no she's got some great taste, she'll do some amazing things for Topshop but I don't know, I like a few of the things, the jackets, leather jackets in particular but the skinny jeans are just not for the average girl's figure I don't think." "The Kate Moss is probably what everyone's got high expectations for and everyone's like oh it's gonna be amazing and this and that so the critics are probably gonna be out in force."

ITN Source | May 3, 2007

Tags:. .imagining. .underground. .rival. .photographed. .kingdom