Kate Moss’s new collection launched at Topshop today along with a US web site for Topshop and Topman ahead of the fashion store’s debut in the US later this year.

As revealed in Retail Week (August 22), the US sites have been set up to create a buzz about Topshop ahead of the opening of Topshop’s US flagship store in New York, which will now open in November.

Moss is set to be a key part of the PR machine when the 40,000 sq ft Topshop store opens its doors. Owner Sir Philip Green has said he hopes to build a US$300 million to US$500 million (£170.8 million to£284.7 million) business in the US over the next three to five years.

Topman will relaunch its web site at the end of the month. The redesigned site will feature a playlist for shoppers to use as they browse, a Topman blog area and a much greater use of video content, including streams of catwalk shows.

In October, the new Topshop web site design will also be rolled out to the US sites where special offers will be available to American customers.