Top Shop owner Sir Philip Green said that Moss's next collection, due in store in October, will be the last full range. After that, it will reproduce very popular designs from the past three years as well as creating a 'capsule' collection. In total, around 12 to 15 pieces are likely to appear between two and three times a year.
"She's done brilliantly well, but to produce these collections takes time, real time," Green said in an interview with fashion news service WWD. "We thought it would be better to go forward with something smaller."
The Sunday Times reported that the scaling back of Moss's involvement came as Green's daughter Chloe started training at Top Shop's head office. The newspaper reported that Chloe Green is passionate about fashion and might be planning to launch her own collection.
No matter who signs up to design for Top Shop next, the retailer will likely need to invest heavily in advertising to recreate the buzz that surrounded Moss's clothing line.
Since she started designing for Top Shop in 2007, fans have frequently queued outside the flagship store on Oxford Street to be the first to snap up must-haves such as a blue, floral print teadress or a dress featuring a pink panther paw print.
Publicity images of Moss wearing her own designs were reproduced in editorial in magazines and newspapers and fashion editors devoted more column inches to Top Shop than the high street retailer would usually warrant.
Moss is currently appearing in a press campaign for jeweller David Yurman.
This article was first published on marketingmagazine.co.uk