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Pictures of consumers prepared to elbow their way to the must-have items will no doubt generate a significant amount of PR for Topshop.

However, the buzz that surrounds these limited-edition collections is often over before the last item has been sold on eBay, leaving many to question their long-term benefits to retail brands.

Moss has reportedly been paid £3m to create her collection for Topshop, and next week singer Lily Allen will follow the supermodel's lead when she launches a range at rival New Look.

Other celebrities who have collaborated with high-street stores include Madonna and Stella McCartney for H&M, Roland Mouret for Gap, and Anya Hindmarch, whose £5 'I'm not a plastic bag' tote for Sainsbury's sold out in an hour; the bag is now changing hands on eBay for £225.

Some industry insiders claim the celebrity ranges are now an important PR tool for retailers, forcing more traditional, long-term brand-building to take a back seat.

While celebrity ranges may not bring in big profits, they are extremely effective at 'causing hype and attracting people to stores', according to Richard Perks, director of retail research at Mintel.

It is a view echoed by Jeremy Elmwood, business development manager at branding agency Elmwood. 'Juxtaposing a celebrity with a brand generates huge PR value,' he said.

Moss' Topshop range resulted in huge pre-launch publicity for the store. The model made fashion history by persuading Vogue magazine to dedicate one of its iconic fashion spreads to the high street, by showcasing her range in its April issue. Previews of the collection also appeared in Grazia, Style and Glamour.

Yet, while experts predict that the abundance of retailers employing the services of celebrities will continue, they sound a note of caution, pointing out that the stars, as well as the clothing, go in and out of fashion. 'Like fashion designers, retailers are only as good as their current ranges,' said Mintel's Perks.

It can also be difficult to maintain momentum, although it can be done, according to Maureen Hinton, senior retail analyst at Verdict, who lauds H&M for its successful formula. 'It has attracted a continuous string of celebrities of the moment.'

As most celebrity ties tend to be for a one-off collection, Topshop may have stolen a march on its rivals. It has promised a second Moss-inspired collection, which will appear in stores next month. Perhaps this will ensure the resultant buzz will outlast that of its rivals.