The first season of Muodin huipulle started airing on Finland's MTV3 on 1 October 2009 at 20.00. The show was hosted by fashion designer and entrepreneur Minna Cheung in Heidi Klum's role and fashion editor and host Jaakko Selin fills Tim Gunn's role as fashion mentor. The winner of Muodin huipulle received a one-year contract with Spalt PR, one year cooperation with L'Oreal Paris hair and makeup, and a Bernina Sewing Machine worth €6,000. In addition to this, the winner's collection was featured in the February 2010 issue of Finnish fashion magazine Olivia.