YOU'VE got to give it to them, Topshop is never one to rest on its laurels.
Not content with having supermodel and modern muse Kate Moss doing another dazzling turn designing for them they have only gone and snapped up Cara Delevingne, Britain's other supermodel of the moment, as the star of their stunning new Autumn/Winter 2014 campaign.
Currently appearing in a slew of new season campaigns for brands such as Mulberry, Burberry and Chanel her turn for the high street giant is no less thrilling.
The campaign, shot in London by renowned photographer Alasdair McLellan and styled by former Vogue fashion editor Kate Phelan, resonates with Cara's distinctive and captivatingly cool aura, the qualities that have turned her into a global fashion sensation.
The collection speaks to the diverse and experimental style of a Topshop girl as hero pieces with go-anywhere appeal take centre stage.
The Topshop icons are all in attendance, ie, the biker jacket, the Jamie jean and the Martha parka, all of which effortlessly personify British style.
Evening wear is re-worked as modern fabrications and tailoring plays with the concepts of smart/casual dressing and urban sophistication is exemplified by sequin and feather cocktail dresses that don't disappoint.
Unusually this is the first time a Topshop campaign features just one model and Cara's personality is to the fore in each image.
Not that Delevingne is new to the brand, having first appeared for Topshop in 2010 in a Kate Moss campaign video and she's been a catwalk stalwart in the influential Topshop Unique presentations for the last three seasons.
Indeed it was backstage at one of the Unique shows that Cara performed her 'Harlem Shake' the video of which has received more than 1.6million views on YouTube.
Kate Phelan, Topshop's creative director, said: "Cara is a true Topshop girl. Her style is confident and playful and she can be sophisticated and chic as easily as she can be cool and casual.
"Putting her spin on everything she makes the Topshop collection her own. Her energy is intoxicating and she is free- spirited, natural and fun."
Cara's appeal isn't lost on Topshop owner Sir Philip Green as it embarks on unprecedented expansion which will see the brand unveil a new 5th Avenue New York City flagship that rivals their iconic 100,000ft Oxford Circus store.
To paraphrase Karen Carpenter, it sounds to me like they've only just begun, watch this space for a Cara collection, which is surely only a season or two away.
l Go to www.topshop.com for Leigh Johnson's fun, behind-the-scenes film of the photoshoot. The AW14 Collection lands in stores globally and online next month. The hashtag for the AW14 campaign is #ilovetopshop