London - An exotic fruit shop hoarding featuring the super model has collapsed causing injury and mayhem in the busy Central London shopping thoroughfare.
38 year-old Kate has been the face of Mango ever since Peaches Geldof turned down the plum role sponsored by Mellon Bank - Papaya branch, Thailand - for a stint representing nearby Pineapple Dance Studios.
This afternoon witnesses reported seeing an Air Ambulance chopper, three fire engines, four fire rescue units, 40 firefighters, dozens of police and a fleet of ambulances as 40ft x 20ft advert crashed to the ground.
A spokesperson for the Top Banana Emporium said four people had been taken to hospital with various injuries after the Mango fruiterers incident.
"Oranges aren't the only fruit, eh?" an assistant at the Apple Store in New Bond Street added.
Plum Sykes is still 69.