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Green: Earnest approach led to Kate Moss for Topshop success

Kate Moss for Topshop succeeded because of its “earnest” approach to design, Sir Philip Green has claimed, as its final full collection drove the biggest single day of trading that Topshop.com has ever seen.

In an exclusive interview with Drapers, Green, who owns Topshop parent Arcadia, said celebrity collections were sometimes “planned to be very short, very quick, wham, bam, thank you jobs”, but that Topshop’s collaboration with Moss had lasted because it was always approached as a long-term partnership.

“We’ve been working at it as a business to build proper ranges with proper work going into the product and Kate trying all the pieces on.

It was worked at in earnest,” said Green. “In the market today, product is king. You’ve got to have great merchandise.” He would not disclose details of what Topshop’s next collaboration with Moss would be - Topshop has not terminated its contract with the model completely - but said he would sit down with Moss next week to discuss ideas.

The outcome is likely to be a capsule collection that will drive

PR around Topshop, but without the relentless pressure of regular collections. The pair are thought to be considering lingerie.

The final 97-piece Kate Moss for Topshop range was launched at the retailer’s Oxford Circus flagship on Monday evening, when online shoppers were also able to purchase six key items from the collection as part of Vogue’s Fashion’s Night In.

The collection launched in all Topshop stores on Tuesday.

Topshop would not disclose sales information but said its biggest seller - a pansy-print dress that was part of Kate Moss’s inaugural collection for Topshop, Iconic, in 2008 - outsold the nearest best-seller three to one. It was understood to have sold more than 1,000 units by the time Drapers went to press.

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