British passersby were floored by Kate Moss' beauty. And not in a good way.
Four pedestrians were hospitalized yesterday when a billboard of the British supermodel collapsed on them in one of London's busiest shopping districts.
Per the BBC, three women and a man were hurt in the incident. One suffered a possible back injury, while the rest sustained minor injuries.
All four victims—who reportedly included a 23-year-old woman, a man in his early 60s and a woman in her mid-40s—were walking past a towering Mango ad of Moss along Oxford Street when the billboard came loose and fell on them.
The signage was part of a makeshift façade for a store currently under construction.
A spokesman for the London Fire Brigade said that "three fire engines, four fire rescue units and around 40 firefighters [were] at the scene. The police and London Ambulance Service [were] also at the scene."
Authorities said they did not believe that anyone else was trapped by the fallen signage.
One onlooker tweeted a photo of five men trying to prop up the offending billboard, which shows a casual image of Moss in a blazer, tee and jeans.
After two decades in the fashion business, the British style icon continues to be a major force, landing new campaigns like the Mango ad in question, which was shot by celebrated fashion photographer Terry Richardson.
Last summer, Moss wed The Kills frontman Jamie Hince.