Italiano / English
FASHION
WEEK
IS JUST
A VERY
EXPENSIVE
MARKET.
SSHEENA SS 2027
SSHEENA
MARKET
26 September
2026
9.30AM-3PM
MILAN MARKET
FASHION WEEK
WAITING FOR MY ROMEO
A STALL, A COLLECTION AND A ROMEO WHO MAY NEVER SHOW UP. FOR MILAN
FASHION WEEK, SSHEENA TAKES FASHION TO THE MARKET AND USES “WAITING FOR
MY ROMEO” TO TELL WHAT FASHION AND LOVE HAVE ALWAYS BEEN VERY GOOD AT:
BUILDING DESIRE.
Fashion week is just a very expensive Market.
In the end, Fashion Week is just a big market. People buy. People sell. They
look. They get looked at. They decide what is worth something, what isn’t
anymore and, above all, how much we’re willing to pay to desire something.
SSHEENA starts from here. For this Fashion Week the brand steps down, at
least symbolically, from fashion’s pedestal and takes the new collection
where the rules of exchange are far more explicit: to the market.
A stall instead of a boutique. Handwritten signs instead of glossy
campaigns. Clothes hung, piled up, touched and haggled over. But this
time, fashion isn’t the only thing on the counter.
Romeo is there too.
The new SSHEENA collection is called WAITING FOR MY ROMEO and
starts from another great construction of desire: romantic love. We’ve
always been taught to wait for something. The new collection. The new
drop. The new It-bag. The right person.
Romeo.
We wait for something that can change our lives and, in the meantime, we
keep buying things. WAITING FOR MY ROMEO plays with the image of
the girl waiting for her great love, but brings it into the SSHEENA present:
less Juliet leaning from the balcony, more a girl who got tired of waiting.
Romeo might show up. He might be late. He might not show up at all.
Desire, meanwhile, has found other forms. Because to stop waiting doesn’t
mean to stop desiring. And this is exactly where WAITING FOR MY
ROMEO meets the market.
Because fashion and love have always spoken the same language: desire,
waiting, promise.
Both convince us that somewhere out there is something perfect for us.
Something we have to find. Something that, once it’s finally ours, will make
us feel different.
SSHEENA puts this promise on a market stall and sticks a price tag on it.
Not to destroy romance, but to look at it with the irony of a generation that
keeps on desiring while knowing perfectly well how desire works.
The collection lives in the contradiction between romance and disillusion,
femininity and independence, waiting and action.
A girl can still wait for Romeo. She can dress up for him. She can daydream
about him. But she has no intention of standing still until he arrives.
And maybe the real luxury today isn’t finding Romeo.
It’s not needing him. Because in the end Fashion Week, love and the market
have something in common: someone creates desire, someone gives it a
value, someone else decides whether to buy it.
We haven’t abandoned fashion.
We’ve just removed the pedestal.
THE WRONG
PLACE
WHAT HAPPENS WHEN WE DECIDE TO STOP BEING WHERE OTHERS EXPECT TO FIND
US? “WAITING FOR MY ROMEO” STARTS FROM THOSE WHO CHOOSE THE WRONG
PLACE ON PURPOSE: A WOMAN WHO COMES DOWN FROM THE BALCONY, A
COLLECTION THAT ENDS UP ON A MARKET STALL. BECAUSE SOMETIMES CHANGING
POSITION IS ENOUGH TO CHANGE THE MEANING OF THINGS. AND MAYBE BEING OUT
OF PLACE IS SIMPLY ANOTHER WAY OF FINDING YOUR OWN.
There’s always someone who seems to be in the wrong
place. The one who speaks when everyone else is silent.
Who arrives too dressed up, not dressed up enough, too
early or too late.
Who seems not to follow everyone else’s rhythm or who,
simply, has decided not to.
WAITING FOR MY ROMEO is also about her.
Not necessarily a rebel. Not necessarily an outsider.
Simply someone who, at some point, stops asking herself
whether she really belongs in the place she was assigned.
Because sometimes not feeling part of the group doesn’t
mean being left out. Sometimes, many times, it’s a
choice.
Fashion has always been very good at telling us where
things belong. A dress belongs on a runway. A collection
in a showroom. Beauty, though, shouldn’t be a matter of
access. We decided to put ours on a market stall.
Not to leave fashion, but to question the places fashion
has chosen to represent itself. After all, waiting for
Romeo has something very similar about it. For
centuries women were assigned a precise place in the
story: wait here. Be found here. Sooner or later he’ll
come. But what happens if she comes down from the
balcony?
Maybe she ends up exactly where nobody expected to
find her. Maybe changing place is enough to change the
story. That’s where SSHEENA wants to be.
Not outside fashion.
Not against fashion.
Just slightly out of place.
Because sometimes being in the wrong place is the most
precise way of saying who we are.
SSHEENA SS 2027
SSHEENA SS 2027
IF YOU HAVEN’T EVER HEARD OF US
IT’S KINDA WEIRD BUT YOU CAN DISCO-
VER MORE HERE
IG: SSHEENA_OFFICIAL
TIKTOK: SSHEENA_OFFICIAL
WEB: SSHEENA.IT