Shoppers in London lined up April 30 for the premiere of Kate Moss' fashion line.
Wearing a flowing orange dress, the 33-year-old supermodel briefly posed in a window of fashion retailer Topshop.
Hoping to avoid a mad scramble, the shop allowed customers only 20 minutes to browse through the collection of jeans, shirts, and dresses. Customers could try on a maximum of eight garments during the preview, while purchasing five.
A Topshop spokesperson said the company hopes the tactic would limit customers' auctioning garments on the internet.
The collection receives its formal rollout May 1. Shoppers can choose from 50 designs, including a vest top for $24 and a $300 cropped leather jacket. Other items include one-shoulder minidresses, skinny jeans, and T-shirts with the letter K woven into the design. A line of summer apparel is set to premiere in June.