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25September 2026Friday

BeckyFashion showItaly

Becky Armstrong at the TOD’S Women’s Spring/Summer 2027 Show

Becky made her first appearance as a TOD’S brand ambassador at the house’s Spring/Summer 2027 women’s show during Milan Fashion Week, and finished the week as its most-mentioned woman.

Becky Armstrong at Milan Fashion Week as a TOD’S brand ambassador, September 2026
Venue
PAC, Via Palestro 14
City
Milan, Italy
Who
Becky Armstrong

Venue on Google Maps ›ShareXFacebook

Global highlight · Milan Fashion Week SS27

Becky was the most-mentioned woman at Milan Fashion Week

Onclusive ranked her No. 3 of 228 celebrities for social share of voice, the only woman in the top five, and Lefty gave TOD’S the week’s highest engagement rate of Milan’s top brands. Every ranking, hashtag total and source is on the global highlight.

  • No. 1Woman by social share of voice · Onclusive
  • 9.0%Share of voice · No. 3 of 228
  • 7.6%TOD’S engagement rate, No. 1 brand · Lefty
  • $10.1MTOD’S EMV, up 83% · Lefty
See the full results →

The day

Becky Armstrong at TOD’S in Milan

Videos & sources below

On Friday, September 25, 2026, Becky Armstrong took her seat at the TOD’S Women’s Spring/Summer 2027 show at Via Palestro 14 in Milan, home of the PAC contemporary art pavilion where the house regularly stages its runway. It was her second Milan season with TOD’S and her first show as its brand ambassador, the runway that formally introduced the partnership.

TOD’S announced Becky as its newest brand ambassador on August 4, 2026, the first Thai star to hold the title, joining a roster that includes Xiao Zhan, Wayne Wang, Han Ji-sung, Nana Eikura and Shota Watanabe. The house praised her contemporary style, confidence and individuality, and Becky said she had always admired how its pieces are “beautifully crafted, yet effortless and easy to wear every day.”

Before the show, she spent time on Lake Como, sharing a “postcard” from the lake with fans and shooting around Milan in TOD’S. Becky Entertainment tracked her trip from her departure for Italy to the morning of the show, and fans trended #BeckyxTodsSS27 and #BeckyxMFWTodsSS27 throughout. On show day, the keyword for Becky at the TOD’S Spring/Summer 2027 show trended in 18 places worldwide, from Thailand, the Philippines, Indonesia, Malaysia, Singapore, Vietnam and Hong Kong to Italy, Mexico, Brazil, Argentina, Chile, Colombia and Peru.

The numbers that followed put her debut at the top of the week. Onclusive’s Milan Fashion Week SS27 report ranked Becky No. 3 of 228 celebrities for social share of voice, with 9.0%, the highest of any woman that week and the only woman in the top five, and TOD’S No. 3 among 60 fashion houses on social, with 13.2%. Onclusive also counted 1,901,239 mentions across six Becky and TOD’S hashtags, led by #BeckyxMFWTodsSS27 with 431,374.

Lefty’s Top Brands of Milan Fashion Week SS27, published October 2, 2026, gave TOD’S the highest average engagement rate of the week’s top brands, 7.6%, and $10.1M in earned media value, No. 8 among the top brands and up 83% year on year. On Launchmetrics’ daily Fashion Week Visibility Index, TOD’S climbed 13 places to No. 2 on show day, behind only Gucci. On X, her fan tag #beckysangels passed 1 million posts, #BeckyxMFWTodsSS27 reached 800.9K, and the keyword peaked at No. 4 in Thailand. The full rankings, hashtag totals and sources are on the Becky x TOD’S SS27 global highlight.

On the runway, creative director Matteo Tamburini explored how a personal style is formed, drawing on 1990s references from Sade and Uma Thurman to Christy Turlington and Princess Diana. WWD singled out the trench as the collection’s centerpiece, alongside perforated leather, windsilk, handkerchief dresses and the signature Gommino loafer finished with metal dots, plus a revival of the archival Candy bag.

It was her third TOD’S moment of 2026, after the Fall/Winter show in Milan in February, where Onclusive also ranked her No. 3 for celebrity social share of voice with 11.4%, and the opening of the house’s Singapore flagship in July. Her ambassadorships, from Chanel and L’Oréal Paris to TOD’S, are on her fashion career page, with her covers in the magazines archive and more coverage in the press section. To catch up on everything Freen and Becky did over the last three months, read FreenBecky Media Quarterly, Issue 01.

  1. TOD’S Fall/Winter 2026 show, MilanFebruary 27, 2026
  2. TOD’S Singapore flagship openingJuly 9, 2026
  3. Named TOD’S brand ambassadorAugust 4, 2026
  4. TOD’S Spring/Summer 2027 showSeptember 25, 2026 · this page

Sources

TOD’S SS27 sources

Becky Entertainment’s post, videos from Milan, Onclusive’s report and chart, and fashion press from the US, Thailand and Japan.

Becky Entertainment: Becky at TOD’S SS27 Post by Becky Entertainment (@beckyentofc), credit to the original poster.

Mint Magazine Thailand on TikTok

Mint Magazine: Becky at TOD’S in Milan Video by Mint Magazine Thailand (@mintmag_th), credit to the original poster.

Global highlightBecky x TOD’S SS27 resultsNo. 1 woman at Milan Fashion Week, with every ranking and hashtag total ReportOnclusiveMilan Fashion Week SS27 share of voice and hashtags X · ReportOnclusiveThe most talked-about celebrities on social at Milan Fashion Week SS27 ArticleWWDTOD’S names Becky Armstrong brand ambassador ReviewWWDTOD’S Spring 2027 runway review X · PressMint Magazine ThailandBecky at the TOD’S SS27 show X · PressELLE JapanBecky at TOD’S in Milan

Related

More on Becky

Becky’s fashion careerAmbassadorships, covers and shows Becky x TOD’S SS27 resultsNo. 1 woman at Milan Fashion Week, and TOD’S No. 1 by engagement rate The Quarterly, Issue 01The last three months of Freen and Becky, in one issue
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