Hundreds of shoppers hit Topshop's flagship London store as the retailer launched a range of clothes designed by Kate Moss.
Kate Moss is reportedly being paid £3m by Topshop
The supermodel's debut fashion clothing line went on sale between 2000 BST and midnight at the firm's Oxford Street store, in central London.
Ms Moss appeared in the store's window for about 10 seconds at the start before the curtains closed on her.
Topshop is reportedly paying Ms Moss about £3m for her work.
The designs are due to go on general sale across the company's 225 UK outlets from Tuesday morning.
Topshop reportedly paid Kate Moss £3m to work with the firm
Fashion fans visiting the Oxford Street store on Monday night were only allowed to view the Kate Moss designs for 20 minutes per person, in small groups.
They were allowed to try on a maximum of eight garments and buy just five pieces per person.
Topshop said it had introduced the limit on how many items people could buy to prevent the clothes being quickly sold off on auction website eBay.
It said the same rules would apply when the clothes went on sale across the UK.
Speaking before the London launch, Laura Weir, senior reporter for fashion industry bible Drapers, said the launch would cause a "shopper frenzy".
"The first drop of commercially-priced product will sell out in record time because like her or not, a bulk of young female shoppers in the UK want to buy into the Kate Moss look and what she represents," she said.
Topshop has imposed strict quotas on how much people can buy
Topshop is part of retail tycoon Philip Green's Arcadia Group.
When the tie-up with Kate Moss was first announced last year, Topshop's then brand director Jane Shepherdson announced her resignation shortly afterwards.
However, Topshop denied there was any connection.
Some fashion experts have questioned the actual extent of Ms Moss's involvement in her fashion range, but others say it is just the high-profile signing that Mr Green needs to fuel his attempt to expand into the US.
The supermodel is just the latest famous name to design a range of clothes for a High Street store.
Madonna recently designed a series of clothes for H&M, while fellow singer Lily Allen has signed a similar deal with New Look.