You'd never have known it was Kate Moss's 15th collection for Topshop, judging by the crowds outside Topshop's Oxford Circus flagship store last night. Though the official global and online launch was from 9am this morning, London's flagship was opening the doors to shoppers from 6.30pm-11pm last night. From 2pm onwards, a neat congo line of cross-legged young hopefuls, enjoying free Topshop bottled water, Lola's cupcakes and pretzels began to snake around the block.
By 6pm the whole of Oxford Street was a sea of iPhones and full bladders with plenty of confused tourists inadvertently caught in the mosh – without having any real knowledge about why they were there. Moments later, Kate and her good pal Grimmy were 'unveiled' in the store's left-hand front window (an old trick; remember Kate propped up in the window in a red maxi dress in 2008?) with Kate noting to Grimmy, 'Well this is a bit mad.' Then Duke Damont played I Got U – great song – and the pulsating scrum surged into the store.
But who was actually shopping? And was there the same fever that greeted that floral tea-dress everyone wanted and still regrets selling on eBay back in 2007? Short answer: yes. The first two girls in the queue were British students who'd dutifully bunked off for the afternoon to be first to snatch that suede jacket after standing in line for five hours. (They didn't want to talk, unsurprisingly). So it was down to third-in-the-queue Channon Ryan, 17, to tell us why Kate's latest collection more than lives up to her original one. Here's what he – and the others lining up – had to say about La Moss and the British high street's most favourite store.
Channon Ryan, 17
Student at Philip Green's Fashion Retail College
'We were told in class that Kate's 2007 collection wasn't as successful as they'd hoped it would be. Apparently this one is going to be the most successful. It looks really trendy. Everyone's really excited about the suede, fringed jacket. but I might buy something for my friends, or my mum.'
Sarah Gosling, 20
Fashion promotions student and Office Junior at Premier Models
'I've never queued for anything before, but this makes you feel like celebrity life isn't too far away. This one's exciting because it's like Kate's grown up. She never went off the radar, but she settled down - and now she's back, with the* Vogue* cover and everything. I might buy the pyjama shirt, but I actually think I like her 2007 collection best of all.
I wish Nicolas Ghesquiere would do one for Topshop. Or Grace Coddington. That would be nice; a good bit of granny chic. And I wish someone would do something for Topman, too. Menswear is on a real high at the moment. But you'd never get boys down here. You'd need to get free burgers, an Xbox and women in bikinis, with beer. Men just don't care enough!'
Poj Panutsaya Chetnaowaphong, 22
Studying English at The British Study Centre
'I just want to see Kate Moss. I don't know about her clothes. But we love Kate Moss in Thailand. What do you mean I might not meet her? I will. I will. She come. She come.'
Ashanti Abaka, 18
Student
'Topshop's my favourite shop because it actually caters for all sizes: whether you are tall, short, big or small. This collection is my favourite as it's more my style. I love Kate Moss, I love Topshop, so I know there will be something for everyone.'
Tina White, 49
Housewife
'I've come from Buckinghamshire today. I've got stuff from her previous collections and I'm hoping to get the suede fringed jacket for myself and the yellow dress for my daughter. I knew the queues would be horrendous, but I'm not good with computers so I didn't want to chance it online!'
Georgia Clements, 17
Student at Fashion Retail College
'Kate's style is edgy, but wearable. I wish I'd been at the launch in 2007. I think the prices are reasonable for what it is. I might try and buy some shorts, or the suede jacket. I think it's OK to sell something on eBay if you don't like it anymore, but I would never do that. I can see why they do that, as they make a profit, but I would treasure my piece of Kate Moss forever. Kate's iconic.'
Jess Watson, 17
Student at Fashion Retail College
'I want the leather jacket with tassels. Kate always does something different. I'd keep my piece just to say I had been here. In the future, we will be able to say that we went to Kate Moss for Topshop. People will be talking about what she's done for years to come.'
Rosy Fanni, 19
Publishing intern and blogger at fashionstreet-berlin.de
'I just moved to London from Berlin for a publishing internship. This is my last day off and I had some free time, so I was just walking by and I saw the queue. I'm really excited to get to know the whole city and Kate Moss is coming today… and I'll be here!'
Maretta Mulloney, 26
Topshop sales assistant
'I work in Topshop, on the make-up counter. You can't shop when you work, so we have to queue like everyone else. I just finished my shift. It's first come, first serve – and I think that's fair. It's sectioned off in store, but some of my colleagues have seen it and said that everything's lovely and the quality is good. People are excited about this one as there are so many pieces. And her love for the Balearic islands really shines through. I want the wife dress with the crochet. I don't think it's in the spirit of things to sell the clothes on eBay. If Topshop get wind of it, they will definitely try to stop it. I definitely couldn't do that!'
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Picture: Rex
This article originally appeared on The Debrief.