Lily Allen starts fashion war with Kate Moss

Hard on the stiletto heels of K-Day, prepare for L-Day. Lily Allen, the diminutive pop star, will attempt to grab the celebrity fashion baton from Kate Moss this week when her dress collection hits New Look stores around the world.

After achieving fame for her hit singles as well as a nascent reputation for a drink-and-drug "party lifestyle", Allen's collection will test the shopping public's appetite for celebrity collaborations with retailers, after the frenzy surrounding the launch of Moss's Topshop range.

Despite a new range hitting the high street each week, there seem to be few signs of fatigue setting in: the Metropolitan Police has ordered New Look to bring in security guards for the pre-launch party at its Marble Arch flagship on Tuesday night amid fears of a repeat of the crush that greeted the opening of a nearby Primark store last month.

Allen, 22, will sing for 400 or so expected guests, but is not planning any Moss-style modelling in New Look's windows. Her Lily Loves collection, which features six of her trademark frilly prom dresses, peep-toe shoes and patterned trainers, will go on sale in 312 outlets in the UK, Paris, Dublin, Antwerp, Kuwait and Dubai.

Fashion pundits predicta smash hit. Celia Duncan, who edits Cosmogirl and online celeb weekly Jellyfish, said: "Where Lily trumps Moss is that her stuff is curve-friendly rather than designed for super-waifs."

Launching Allen's collection a week after Moss's range hit Topshop puts two of the country's hottest fashion chains head to head. Topshop has long reigned supreme, but New Look is gaining on its bigger rival and outsells it on some lines, including shoes.

Across the Atlantic, Moss's Topshop line is to debut on Wednesday. Sir Philip Green, the chain's owner, said her range had "gone like a train" since its UK rollout last Tuesday. He is flying the mode turned designer to New York tonight on hisjet for a whirlwind trip to whip up publicity for the launch of her line in Barneys, the upmarket US department store.

The trend for celebrities to lend their brand to clothing lines is gathering pace. A swimsuit medley designed by H&M in tribute to Kylie Minogue will go on sale from mid-May. And film star Penelope Cruz will be the face of the Spanish retailer Mango's autumn collection.

Green Belt prom dress £55

One of Allen's signature prom-style frocks, this maxi option can be dressed up or down with her matching patterned trainers or peep toe court shoes

Foxtrot dress £55

This frilly red number is the star of the collection - in Allen's eyes at least. She plans to wear it to Tuesday night's launch party

Graffiti sundress £22

Peek closely and you'll see that the lyrics to the chorus of 'LDN' are stitched into the fabric, hence its name: graffiti