Front Row at Missoni

Milan Fashion Week returned in September 2026 with the Spring/Summer 2027 womenswear collections, and on 23 September Xenia Tchoumi took her seat front row at Missoni. The Italian house, founded by Ottavio and Rosita Missoni in 1953 and known worldwide for its zigzag and space-dyed knitwear, showed its SS27 collection to a front row of international press, buyers and guests.

Before the show, Xenia was photographed by street style photographers on the streets of Milan, one of the most shot arrivals of the MFW day.

For the Missoni show, Xenia wore the house’s signature knit in pink and rust: a sleeveless buttoned top with a ribbed collar and cap shoulders over a matching maxi column skirt. She finished the look with black patent pointed slingbacks by Casadei, a small black top-handle bag with sunglasses clipped to the strap, gold earrings, and her hair slicked back into a long ponytail.

Knit head to toe is a quiet way to wear Missoni: no logo, only the texture of the fabric.

“Front row in 2026 isn’t about being seen. It’s about reading where fashion goes next, and this season it’s going back to craft. Nobody makes that argument in knit like Missoni.”Xenia Tchoumi, Milan Fashion Week 2026

Milan carries a personal weight for her. Originally from Lugano, Xenia grew up on the Lugano-Como-Milan axis, with Italian as her first language, and has always identified with Northern Italian culture. She has been a front-row fixture at Milan Fashion Week for more than a decade.

Her work with luxury houses includes collaborations with Dior, Ferragamo, Pomellato, Tod’s, IWC Schaffhausen and LVMH, alongside her brand strategy practice, Tchoumi Consulting, where she advises founders and companies on positioning and long-term brand value.

Did Xenia Tchoumi attend Milan Fashion Week 2026?

Yes. She attended Milan Fashion Week in September 2026 and sat front row at the Missoni Spring/Summer 2027 womenswear show on 23 September 2026.

Which show did she sit front row at during MFW 2026?

Missoni, the Italian knitwear house founded in 1953, for its SS27 womenswear collection.

What did Xenia Tchoumi wear to the Missoni show?

A pink and rust Missoni knit: a sleeveless buttoned top over a matching maxi column skirt, with black patent pointed slingbacks by Casadei and a small black top-handle bag.

What did Xenia Tchoumi say about Missoni at MFW 2026?

“Front row in 2026 isn’t about being seen. It’s about reading where fashion goes next, and this season it’s going back to craft. Nobody makes that argument in knit like Missoni.”

Who is Xenia Tchoumi?

A Swiss-Italian entrepreneur, international media personality, keynote speaker and author from Lugano, based in London, with an online community of over 10 million people. Full biography.