First we had the shameful scrum rampaging over Stella Macartney’s collection for H&M. Then we had the Primark phenomenon reach its zenith and cause a mini riot at the opening of the flagship store on Oxford Street.

Now we have the new Kate Moss Collection for TopShop- which is set to spark scenes of unrivalled retail mania. So worried are Topshop bosses that the launch of the collection has been planned with military precision- involving a complicated wristband entry system and a handbook of Do’s and Don’ts. This is indeed consumerism gone mad- the expression of an “I want it now” and “me me me” culture at its worst.

Many people will stampede to get their hands on Moss’s hotpants (which no doubt are extremely unflattering and overpriced anyway) and then flog them on EBay for 3 times their original price. It is unlikely that this cynically earned cash will go to any good cause.

Meanwhile, those who keep the clothes will probably be bored of them soon enough. Surely people would be better off spending their energy, time and money doing something more useful than scrabbling around for a flimsy waistcoat or skinny jeans?

Alas, this disgraceful and undignified trend looks set to continue- look out for more rip-off must haves produced by cheap labour in the near future.