Topshop customers in Gloucester have been snubbed when it comes to the highly-desirable new Kate Moss collection.
Customers are instead being told to go to the Cheltenham store.
TV crews filmed shoppers going crazy for the exclusive collection as it was launched in London at 6pm last night.
And shoppers were hot-footing it down to Cheltenham from 8am this morning.
But those heading to the Gloucester store would have been left disappointed.
Instead the store simply had a poster of Kate Moss in the window, encouraging people to shop online.
One shopper said: "It doesn't really surprise me. The prices of the Kate Moss collection might have something to do with it."
The 40-year-old has launched a 1970s-inspired collection. Typical prices are £75 for an embroidered smock dress £250 for a beaded fringe tiered dress. Even a Paisley print chiffon scarf will set you back £45.