WHERE
Viale Papiniano Market, Milan
WHEN
Saturday 26 September 2026, 9:30 AM to 3:00 PM
What it is
For one day, we decided to put a fashion collection on a market stall.
On Saturday, 26 September, during Milan Fashion Week, we’re taking our new collection WAITING FOR MY ROMEO — S/S 2027 to the Viale Papiniano Market.
A real stall.
In a real market.
Clothes hanging, signs, people passing by, looking, touching, asking questions.
No showroom. No runway.
When and where
- When: Saturday, 26 September 2026, from 9:30 AM to 3:00 PM
- Where: Viale Papiniano Market, Milan (Sant’Agostino area)
- Getting there: M2 Sant’Agostino, exit right onto the market
- What you’ll find: the WAITING FOR MY ROMEO — S/S 2027 collection, to look at, try on and buy
- Entry: free, no invitation needed
Why the market?
Fashion is very good at telling us where things are supposed to be.
A collection in a showroom.
A dress on a runway.
The invited on one side.
Everyone else on the other.
We wanted to see what happens when you simply move things a few metres away.
So we took months of work, research and attention to detail and decided to hang it all on a market stall.
Where anyone can stop.
Even if they don’t know who we are.
Even if they weren’t invited.
Because we don’t think beauty should be a question of access.
Are we against fashion?
No. That would be a little complicated. We make it.
We like fashion.
We like it enough to ask it a few questions too.
Who decides what has value.
Where it should be shown.
Who gets in and who stays out.
We don’t want to leave Fashion Week.
We’ve just decided to take it off its pedestal.
Waiting for my Romeo
The collection we decided to put on the stall is called WAITING FOR MY ROMEO — S/S 2027.
We started with an image we all know: a girl waiting for her Romeo.
Except, in the meantime, that girl has changed.
Romeo might come.
He might be late.
He might not come at all.
We can still want him.
Fantasise about him.
Dress for him.
But we have absolutely no intention of standing still waiting for him.
Because for us, stopping waiting doesn’t mean stopping wanting.
And maybe that’s exactly where the collection and the market meet: both are about desire, waiting and value.
So, practically?
On Saturday, 26 September, stop by the Viale Papiniano Market.
You’ll find us there, alongside the other market stalls.
You can stop.
You can look.
You can touch the clothes.
You can try them on.
You can buy them.
No invitation needed. It’s a market.
SSHEENA MARKET
26.09.2026 — 9:30 AM / 3:00 PM
Viale Papiniano, Milan