The hoarding for fashion store Mango, on Oxford Street, fell at 4.15pm on Wednesday (3.15am AEDT on Thursday). It was initially feared shoppers had been trapped but emergency services later confirmed that was not the case.
Three women and a man were injured – one with a suspected back injury, while the others suffered minor injuries.
Shocked passers-by posted photographs of the scene on Twitter, one of which showed police officers struggling to hold up the giant picture of Moss. Part of the street was closed to traffic while emergency services attended, one eyewitness said.
The actual Kate Moss and her husband Jamie Hince went for an afternoon stroll arm-in-arm today in London, England.