The Kate Moss collection at rival chain Topshop - drew around 1,000 fans when it launched in London last week.

No shopper scrum for Lily’s range - May 9 2007
Lily Allen’s fashion range has hit stores - minus the hype which surrounded the Kate Moss launch.

A handful of shoppers were outnumbered by media outside New Look’s flagship Oxford Street store before the 10am opening.

But the high street chain insisted it had not expected a "scrum" of fans because the singer’s designs debut in 312 stores today.

The Kate Moss collection at rival chain Topshop - which drew around 1,000 fans when it launched in London last week - launches in New York today.

Lily’s range is markedly smaller than the supermodel’s at just six dresses plus footwear and jewellery.

After doors opened at New Look on Oxford Street, shoppers seemed impressed with the range.

Gemma Cartwright, 23, a writer for fashion blog Catwalkqueen, said: "I am actually pleasantly surprised by it all. We were at the Kate Moss launch and I think this is much better in terms of price and quality."

Michelle Stephens, 36, from Streatham, south London, waited outside the store for five minutes after visiting nearby Primark.

She spent £276 on an armful of dresses, saying: "I’ve got two daughters and they love Lily Allen. I’ve bought two of everything and a pair of trainers. I think it’s really nice. The Kate Moss stuff, a lot of it was really poor quality, but I think this is lovely."

The Lily Loves collection is priced from £5 for a flower ring to £22 for sundresses and £55 for a "fox-trot ruffle" dress.

Lily launches fashion range - May 8 2007
Pop star Lily Allen follows in the footsteps of Kate Moss and Madonna as she unveils her fashion range today.

Dresses, jewellery and footwear designed by the outspoken singer will be on sale at New Look stores across the UK.

The 21-year-old is known for her "chavvy chic" style which often pairs long prom-style dresses and ballgowns with trainers.

Her "Lily Loves" collection features dresses in sizes six to 18, high-heeled shoes, patterned trainers and flowery jewellery.

Lily said she looked at the 300 dresses in her wardrobe for inspiration and wanted something more than the "usual pretty flower style".

She described the results as a summer collection of "super-girly" clothes for women of all sizes.

"You know how I feel about fashion: it’s for everyone, not just a load of super-skinny models," she said.

The launch at 312 stores follows the shopping frenzy sparked by the Kate Moss collection debut at rival fashion chain Topshop.

More than 1,000 shoppers queued outside Topshop’s flagship Oxford Street store to get first pick of the supermodel’s designs last week.