With millions of followers, she stands not only as a businesswoman but as a curator of ideas and advocate for change. Her achievements, which weave together influential brand collaborations, entrepreneurship, and social activism, blend authenticity with innovation in a way that few have done before.
Known for her collaborations with prestigious brands such as Moët & Chandon, Samsung, Estée Lauder, and Dior, Xenia has redefined what it means to be a “model.” Yet, she doesn’t identify herself in the traditional sense. Instead, she sees herself as a “personality or a brand” — a platform to express her values, her aesthetics, and the stories she cares about.
A blend of cultures
Though Xenia’s life is rooted in London, her upbringing in Lugano, the Italian part of Switzerland, has shaped who she is. Fluent in six languages, Xenia describes herself as an “international northern Italian with eastern origins.” She’s proud of her Swiss-Italian heritage but has also embraced her life as a “happy Londoner.”
A brand beyond beauty
“When I think about my work, it’s not just about looks,” Xenia explains. “It’s about what I speak about, my aesthetics, and what I stand for.” For Xenia, it’s all about staying grounded and true to herself, ensuring that every project is built on the foundation of authenticity and impact. Whether she’s sharing her thoughts on social media or taking her followers on a journey, she strives to build something meaningful — focusing on storytelling and empowerment.
This commitment to social change is evident in her involvement with the Pomellato jewelry campaign against violence toward women. “It was powerful,” she says. “As a self-made woman in business, using my voice to draw attention to issues like these felt deeply personal and necessary.”
The secret to success: discipline, technology, and passion
With a diverse range of projects on her plate, from writing her book Why You Should Empower Yourself to speaking at prestigious events like the World Economic Forum in Davos, and running her own branding consultancy, Xenia’s schedule is nothing short of packed. So, how does she keep up?
“Discipline, passion, and choosing my team members very carefully,” she says. Her work with long-time collaborator Adriano Artexcellence, a renowned photographer, is a testament to this careful team-building. Xenia also embraces technology, especially AI, which she credits for streamlining her processes. “I’m thankful to be living in a technological renaissance era,” she adds. “It allows me to focus on what matters most every day.”
Despite her hectic schedule, Xenia makes time for herself. “Not enough,” she admits with a smile, “but dancing and listening to Latin American music keep me going.” She also enjoys occasional tropical escapes to reconnect with nature and recharge.
Staying true to natural beauty
When asked about beauty enhancements, Xenia remains firm in her belief that confidence should come from within. “For now, yes,” she says, “I truly hope to maintain my confidence rooted in my personality and abilities, rather than just my looks.”
She’s committed to staying fully natural and relies on biohacking practices to maintain her youthful skin, including red light therapy, myofascial massages, and infrared sauna sessions at home. She also focuses on eating organic foods and managing stress. “Good sleep and a good mood are key,” she notes.
Empowering brands and influencing the future
Xenia’s influence extends far beyond fashion and beauty. With over 10 million followers across social media platforms, she collaborates with top brands to tell authentic stories that resonate with her audience. But for Xenia, it’s not just about visibility — it’s about impact.
“Brands don’t just collaborate with me for visibility,” she explains. “They do it for impact. I help them tell their story in a way that feels genuine, bridging the gap between innovation, aesthetics, and lifestyle.”
Xenia is particularly excited about collaborating with brands in the tech and wellness sectors, such as AI-driven fashion, smart beauty, and longevity-focused technologies. “I love working with companies that are shaping the future,” she shares. “My audience trusts my recommendations because I focus on real value, not just aesthetics.”
Talent: Xenia Tchoumi @xenia | www.xeniatchoumi.com.
Director & Photographer: Adriano Artexcellence @adrianoartexcellence.
Stylist: Melane Hearnden @justmelane.
Tailor: Sarah Bournab @sarah.bounab.
Hair & Makeup: Polina Kvasha @_kp.polina_.
Set & Stylist Assistant: Mélissa André @mlsa.paris.
Production Assistant: Luana Ryser @luanaryser.
Film: Nass Belabbas @nass.belabbas.
Post Production: Anna Nguyen @annanguyen.retoucher.
Production Executive: @cx.agmanegement
Wardrobe:
– @balenciaga by @bongenie
– Shoes: @bikkou_geneve.
– Dresses: @elizabethgeneve @coperni @globus
@girlsgownbad @saulee @sly010_official
@mm6maisonmargiela @brunellocucinelli @kunert
Harper’s Bazaar Việt Nam
