MILAN, Italy—The eyewear industry lands in Italy this weekend for for the start of Mido. The international eyewear show, held from February 8 to 10 at the Fiera Milano Rho, will feature more than 1,200 exhibitors from around the world. Tailored to all industry niches including buyers, opticians, entrepreneurs, journalists and the full spectrum of trade professionals, the event is an elite stage for global eyewear that propels the entire production supply chain into the spotlight, according to an announcement from show organizers.

“Mido is just around the corner and this will be my first edition in the role of president. I can’t deny feeling a certain excitement,” said Mido president Lorraine Berton. “Over the years, I have experienced Mido as an entrepreneur and what always amazed me is its ability to transform and elevate itself, adapting to the times and often anticipating market trends.”

This year’s show will add more than 10,700 additional square feet of exhibit space across seven pavilions and eight exhibit areas compared with the 2024 show. Leading fashion brands and small independent designers, and manufacturers of lenses, machinery and accessories will take center stage, putting the unique and innovative eyewear products in front of eyewear and vision professionals.

Among the featured events at this year’s show is the Optical Women’s Association Global Connection Event, titled “Breaking Barriers: Optical Women Who Conquered the Climb to Success.” Earlier this year, VMAIL reported that the Mido-sponsored event would feature will feature a panel of accomplished executive leaders facilitated by OWA vice president Megan Molony.

Mido will also feature continuing education and information opportunities through workshops, meetings, conferences and round tables in The Vision Stage space in pavilion 1 with Italian and international guests discussing the most current topics of interest to industry professionals.

Other key events are the annual Mido Awards, on Saturday, February 8, which will feature the most unique and forward-thinking designs and concepts in eyewear including the Best Store Award for optical shops that are shining examples of services and shopping experience; Stand Up For Green, for the most sustainable stand; the Certified Sustainable Eyewear (CSE) Award for sustainability in eyewear at the international level; and the Sergio Cereda Design Award, new this year, that spotlights emerging Italian talent in eyewear design.

See the complete list of events, reported by VMAIL.

Show organizers noted in the announcement that several innovations stand out this year including pavilion 6, which is inspired by green principles. This area will have a new piazza that personifies the unmistakable style of typical Italian villages. It will host the Academy and the Start-up area, with an expanded list of exhibitors. Pavilions 2 and 4, will feature the home of the Design area, which will be reorganized to accommodate a greater number of exhibitors, increase the size of some of the stands and host many new entries.

Visitors can also explore the DaTE installation in pavilion 4 piazza which will feature a contemporary eyewear event taking place September 13 to 15 in Riccione. Meanwhile, the Fashion Square, the hub for luxury and high-fashion brands in pavilion 1 has been redesigned for greater functionality and accessibility.

Several trends are expected to make an appearance at Mido this year. This year's designs will focus on truth and authenticity, favoring authentic colors and a faithful representation of the wearer.

Among the most popular trends this year are:

  • Inspirations and influences: nature, art and culture featuring eyewear design that reflects a journey that taps into nature, with organic shapes inspired by forests, deserts and oceans, and by art, music and architecture.

  • Iconic shapes and new geometries are drawn from the archives to yield classic, iconic contours that are updated and their unique attributes enhanced with bold elements. Complementing these are sculpted lines and micro-architectures where carefully crafted finishes, lamination, clean-cut edges and contrasts between polished and matte surfaces are engineered to create captivating interplays of light and emphasize colors.

  • Sustainability and artisan craftsmanship exploring the commitment to sustainability extends throughout the entire manufacturing supply chain featuring materials like bio-acetates, recycled polypropylene, carbon fiber and plastic waste recovered from the oceans.
Expect to see eyewear companies honoring the objectives of the UN 2030 Agenda with innovative and recycled materials: bio-acetates, castor oil resins and certified polycarbonates.

“With this edition, we were passionate about carrying forward this concept of ongoing evolution and improvement, constantly responding to the needs and requirements of the many, many professionals around the world who work in this industry,” Berton said. “In historic and economic times of great uncertainty, as we are presently experiencing, it is our duty and a necessity to demonstrate to the world the industrial strength and economic power of a healthy, thriving manufacturing sector like eyewear.”

Registration for Mido 2025 is available online here.

   
  Mido: A Sign of Industry Economic Revitalization

Mido is more than just an eyewear show, it is an opportunity to check the pulse of the industry as a whole. Italy is the hub for frame exports to destinations around the world, show organizers said.

The 2025 outlook for the Italian eyewear industry remains stable according to the latest industry outlook from the Associazione Nazionale Fabbricanti Articoli Ottici (ANFAO) an organization that supports, promotes and looks after the interests of the eyewear industry in Italy and worldwide.

The Italian eyewear industry exported 110 million pairs of glasses in 2024, down 1.7 percent compared with 2023. Of the total pairs of glasses exported, 66 million were sunglasses and 44 million were optical frames, according to the ANFAO industry outlook.

The report noted that the sector will continue to be driven by exports, which account for most of production, but the outlook on international markets remains complex. In the U.S., Italian eyewear exports in 2024 accounted for about 29 percent of all exports in the sector.

“The significant drop in Italian eyewear exports to the United States in 2024, is not only a consequence of uncertainty but also reflects an evolving market, where the average consumer is prioritizing value for money,” said ANFAO president Lorraine Berton. “This scenario represents a further challenge for Made in Italy, which must adapt to new consumer dynamics, by strengthening communication about the long-term benefits of Italian products in terms of quality, innovation and sustainability, helping consumers recognize the unique value they represent.”

Berton added that it is important not to forget that the key element of "Made in Italy" success lies in the Italian production system and the manufacturing excellence of the SMEs that make it up, which must be safeguarded with industrial policy interventions. She said that it is essential that institutions maintain, improve and expand the incentive measures currently available, especially those related to innovation, sustainability and digitalization, with a strong focus on innovative technologies and artificial intelligence.

“This is the only way we can enhance our competitiveness,” Berton added. “Despite the complex economic environment, the climate in the industry is nevertheless one of confidence, as evidenced by Mido 2025, which will open with extraordinary participation from exhibitors and visitors from all over the world.”