Topshop gets ready to croc with snappy new designer line

Stores across the capital are braced for a stampede to get hold of designs that cost a fraction of his own label collections.

The 39-piece womenswear range — including crocodile T-shirts and neon dresses covered in eyelets and mirrors — will go on sale at 9am in 39 stores, including all those in London. The collection, which is available online at 6am, is the biggest designer collaboration the store has commissioned and is being launched to coincide with the 25th anniversary of London Fashion Week, which starts tomorrow.

But Topshop bosses are limiting each shopper to five items and are refusing to let anyone take home more than one of each design. Hundreds queued for the store's Kate Moss collection last Christmas, with shoppers fighting over a £100 panther claw dress that sold out within 15 minutes.

Fashion insiders said Kane's range will attract celebrities — many of whom have flown to London for Fashion Week. Topshop spokesman Andrew Leahy said: "People will be buying a piece of fashion history. We have had a huge amount of interest from our regular customers but also from celebrities keen to get their hands on the range. "We expect stores to be very busy, especially the Oxford Circus branch. Our staff will be ready to re-stock the most popular pieces immediately."

Kane said: "I love that my collection is available to a wider, younger audience through Topshop. And the advantage is, it brings more awareness about my own label to a huge audience." Actress Rachel Bilson, a former star of The OC, was pictured recently holding a fringed black bag from the collection, believed to have been given to her after a photo shoot.

This is Kane's third range for Topshop and comes before the catwalk show for his own label at Fashion Week on Monday. Tickets are among the most sought- after on the calendar.

His Topshop range features his signature clingy "body-con" dresses, items embellished with mirrors and rivets, bags and platform shoes. Prices range from £30 for a scarf to £150 for a lace and satin dress. Dresses from his main label often sell for more than £2,000.

Twenty-seven-year-old Kane, who is based in Dalston, is considered one of London's most talented designers and his sales have risen by around 40 per cent this year. His clothes are stocked in 150 stores across the world and his spring/summer collection this year sold out on fashion website Net-a-Porter within hours. Fans include Emma Watson, Kate Moss and Kylie Minogue.

He graduated from Central St Martins three years ago, almost immediately winning high-profile fans such as American Vogue editor Anna Wintour and Donatella Versace. The collaboration with Kane is the latest in a line of designer tie-ups by Topshop. Justin Thornton and Thea Bregazzi, designers of Preen, Peter Jensen and knitwear guru Louise Goldin have all produced ranges.

The must-have items

T-shirt dress, £55
Ideal for those who lusted after Kane's gorilla print T-shirts but were put off by the price tag. This is animal magic at a fraction of the cost and is likely to sell out in minutes.

Grey hoodie, £75
Kane says he likes "making ugly pretty." This hoodie, with eyelet decoration, is far too stylish to wear to the gym or to slob around the house in.

Fluorescent pink dress, £150
A star item of the collection, this party dress combines two of Kane's signature traits: body-con and eyelets. If you want it, be at the front of the queue.

Platform sandal, £110
Union bosses and chiropodists will want them banned from the office. But these futuristic mesh sandals — with a small nod to bondage — are the perfect party shoes (just don't do too much dancing).

High-waisted knickers, £65
Lady Gaga will love them. Kane's take on Bridget Jones-style pants are not for the self-conscious, but committed Kane-ophiles really will be wearing these.