Madonna, David Beckham and Lily Allen have all done it, but does that make it right for Kate Moss to share her line with the world? In this case it’s a fashion line, not just a row of white lady on a fashionable mirror, but just the same it’s got London’s Oxford Street whipped into a manic frenzy.

Analysts credit the 17% increase in H and M’s March sales to Madonna, so the star’s appeal is hoped to do the same for he new line, with prices ranging from $20 to $400 in stores around the world, including Barneys in the US.

Richard Hyman, managing director of retail consultancy Verdict, said, “Given all the noise of these marketing pitches, the clarity of the message becomes vastly more important than in the past… You need to have a very focused message that gets across very quickly and I would say that celebrities are the fulcrum of that.”

No word on whether the merchandise will be available in Columbia.

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