Milano, 4 February 2026 – Despite the complexity of the current economic, historical and geopolitical context, as well as factors surrounding the upcoming Winter Games, MIDO 2026 matched the figures of the previous edition in terms of both exhibitors and visitors, reaffirming its central role to the international eyewear scene.

“Again this year, MIDO powerfully expressed the industry’s vitality,” declared Lorraine Berton, President of MIDO and ANFAO. “From the early hours of the morning, unbridled energy coursed through the aisles, piazzas, and booths, while events, live presentations and meetings offered opportunities for dialogue and inspiration – and, most importantly, driving significant, concrete business results.
MIDO continues to demonstrate its ability to maintain and strengthen its two defining identities: on one hand, an essential industry event for professionals from all over the world – a place to do business, discover new products and build strategic relationships throughout the year; on the other, a cultural and educational event capable of offering cross-sector content, encouraging reflection on how the world is evolving, connecting these changes to the eyewear industry, and inspiring ideas to address and overcome market challenges.”
Alongside these dimensions, MIDO also reflects a growing focus on marketing and communication, now crucial to both visitors and exhibitors – from strengthening brand and corporate identity to reaching new audiences, from visibility strategies to the creation of effective narratives that accompany products long after they leave the stand.
“It is precisely this combination of pragmatism and vision that makes MIDO a unique international point of reference,” concluded Berton.

2026 numbers

Approximately 42,000 attendees, from more than 160 countries, and 1,200 exhibitors, of which approximately 930 international, in 7 halls, across 8 exhibit areas.
Similar to last year, Europe – with strong representation from Germany, France, and Spain – proved its significance. Particularly noteworthy were attendance numbers from Africa (Tunisia, Algeria, South Africa), the Middle East (Syria, Oman, Saudi Arabia), and Asia (South Korea, Singapore, Indonesia, India, China), confirming these emerging markets as an important, growing area for commercial development. Participation from North America remained stable, a positive signal given the current economic climate and ongoing tariff-related tensions. In contrast, attendance from Italy showed a slight decline, reflecting the impact of the current economic context on investment decisions by industry professionals in the domestic market.
In addition to visitors, MIDO 2026 recorded more than 16,000 exhibitor attendees. This figure reflects the event’s ability to comprehensively represent the entire eyewear supply chain – from manufacturing and materials to technologies, components, and accessories. This integrated approach confirms MIDO as a unique event and key industry hub where business develops across the full value chain, and as a reference point for innovation and sourcing within the sector (data certified by ISF Cert in accordance with ISO 25639 standards for the certification of statistical data for trade shows).

MIDO 2026 was widely covered by newspapers, television and radio, and across social media channels in Italy and abroad. More than 400 Italian and international journalists were accredited, and the 2026 edition marked a new milestone for digital communication – also driven by the launch of MIDO’s TikTok account, which significantly boosted the event’s online visibility. Over the three exhibition days, more than 3.5 million peoplewere reached across all platforms, representing an overall increase of approximately 35% compared to the previous edition.
The mido.com website recorded around 35,000 users, while the most used feature on the App was the interactive map, followed by the exhibitor search function.
A total of 40 The Vision Stage events were streamed over the three days, in both English and Italian (available in the reserved area of the website and the App).

Government and industrial system support

The Italian Government and the industrial community further confirmed the strategic importance of MIDO, not only among sector trade shows but also as a key hub for Italy’s industrial system and the international positioning of the entire eyewear industry. Underscoring the strategic role played by MIDO was the presence at the opening ceremony of the following institutional-industrial dignitaries: Adolfo Urso, Minister of Enterprises and Made in Italy; Emanuele Orsini, President of Confindustria; Elena Buscemi, President of the Milan City Council; and Giovanni Bozzetti, President of Fondazione Fiera Milano.
Also inaugurated at the show was the “Casa del Made in Italy”, an institutional hub and connection space dedicated to companies, investors, international buyers and the Confindustria system, created to maximize projects, nurture new development opportunities and provide concrete tools for growth and internationalization. This initiative is both a symbolic and an operational debut, aimed at strengthening MIDO’s role as a strategic platform serving Italian companies and production supply chains.

Innovation and trends

At MIDO 2026, eyewear showcased its latest evolution, combining technological innovation with renewed stylistic expression. The collections highlighted increasingly lightweight and high-performance frames, state-of-the-art and sustainable materials, and the integration of artificial intelligence–based solutions for design, customization and vision comfort. Eyewear continues to establish itself firmly as both a technological platform and an aesthetic object.
From a stylistic perspective, eyewear emerges as a form of identity language, balancing minimalism and experimentation, heritage and contemporaneity. Trends range from luminous transparencies and interplays of light, to intense, organic textures derived from urban and international inspirations. Bio-acetates, recycled materials and lightweight metals take center stage alongside reinterpreted timeless icons – aviator, cat-eye, panto and navigator – in sophisticated color palettes that encompass everything from natural and crystal-clear shades to bolder accents.
MIDO upholds its reputation as the place where innovations take shape and trends begin to define the face of eyewear for the seasons ahead.

The Italian Government and the industrial community further confirmed the strategic importance of MIDO, not only among sector trade shows but also as a key hub for Italy’s industrial system and the international positioning of the entire eyewear industry. Underscoring the strategic role played by MIDO was the presence at the opening ceremony of the following institutional-industrial dignitaries: Adolfo Urso, Minister of Enterprises and Made in Italy; Emanuele Orsini, President of Confindustria; Elena Buscemi, President of the Milan City Council; and Giovanni Bozzetti, President of Fondazione Fiera Milano.
Also inaugurated at the show was the “Casa del Made in Italy”, an institutional hub and connection space dedicated to companies, investors, international buyers and the Confindustria system, created to maximize projects, nurture new development opportunities and provide concrete tools for growth and internationalization. This initiative is both a symbolic and an operational debut, aimed at strengthening MIDO’s role as a strategic platform serving Italian companies and production supply chains.

Innovation and trends

At MIDO 2026, eyewear showcased its latest evolution, combining technological innovation with renewed stylistic expression. The collections highlighted increasingly lightweight and high-performance frames, state-of-the-art and sustainable materials, and the integration of artificial intelligence–based solutions for design, customization and vision comfort. Eyewear continues to establish itself firmly as both a technological platform and an aesthetic object.
From a stylistic perspective, eyewear emerges as a form of identity language, balancing minimalism and experimentation, heritage and contemporaneity. Trends range from luminous transparencies and interplays of light, to intense, organic textures derived from urban and international inspirations. Bio-acetates, recycled materials and lightweight metals take center stage alongside reinterpreted timeless icons – aviator, cat-eye, panto and navigator – in sophisticated color palettes that encompass everything from natural and crystal-clear shades to bolder accents.
MIDO upholds its reputation as the place where innovations take shape and trends begin to define the face of eyewear for the seasons ahead.

The Vision Stage

An informed lens on the global context
MIDO once again demonstrated its ability to read the current historical moment – defined by constantly evolving markets and production chains. Each year, The Vision Stage hosts sessions dedicated to sharing views, reflection and debate on the major themes reshaping the international context – not strictly linked to eyewear – such as economics, geopolitics and the future.
Key speakers at this edition included Monica Maggioni, Alec Ross and Dario Fabbri. Significant space was also devoted to industry trends, new consumer behaviors, sustainability, inclusion and eye health.

Sports and culture
The close timing of the Milan–Cortina 2026 Winter Olympics also influenced MIDO’s cultural programming.The exhibition welcomed Daniele Cassioli, Paralympic champion; Pasquale Gravina, former volleyball competitor; Ferdinando De Giorgi, Head Coach of the Italian Men’s National Volleyball Team; and athletes Filippo Magnini, world swimming champion, and Manuela Nicolosi, international referee since 2010, for the opening of “The Lens of Time” exhibition. The exhibition will be hosted in Rome in the fall at Palazzo Piacentini, headquarters of the Ministry of Enterprises and Made in Italy. And, through February 15, 2026, a dedicated section of the exhibition can also be visited at M9 – Museo del Novecento in Mestre, as part of the Identitalia – The Iconic Italian Brands exhibition.

MIDO Awards

The show also celebrated industry excellence with the MIDO Awards, recognizing young designers, optical shops, exhibitors and trade professionals who work every day to improve themselves and their profession, to the benefit of the entire supply chain. All award winners can be found on the official website www.mido.com in the Awards section.

MIDO 2027

The success of this edition provides a strong foundation for the future: MIDO is already at work on2027, with the goal of offering even more opportunities for business, innovation and international connections.

Welcome to Eyewearland

Launched immediately after the close of the 2026 edition, MIDO’s new communication campaign reveals the creation of Eyewearland – a surreal world suspended between reality and imagination.

A visual narrative that transforms the universe of eyewear into an extraordinary land, where vision is not merely a tool for observation, but a gateway to infinite possibilities.
Eyewearland is MIDO: the only place in the world where, for three days, the entire supply chain and all the different industry players come together in a single physical, cultural space. A “land” where design, technology, fashion, sustainability and business all speak the same language. Welcome to Eyewearland is therefore not just an invitation to visit a trade show, but a doorway into an immersive universe dedicated to eyewear – a place where trends are discovered, relationships are built and the future of the industry takes shape.
Eyewearland is inhabited by enigmatic figures bearing natural elements on their faces – delicate, unexpected presences that conjure eyewear in a poetic and unconventional way, without ever representing it literally. Eyewearland is an open concept, designed to transform itself over time. A narrative territory that can evolve, year after year, into new stories and imaginary worlds, generating endless landscapes to explore.
The images were created by digital artist Stella Stolkert, creative direction by Max Galli, in collaboration with Mixer Group.

MIDO 2027 is already preparing to once again be the global platform where the world of eyewear connects, inspires one another and imagines the future – a future that begins with vision.
The next edition of MIDO will take place from February 6 to 8, 2027, at Fiera Milano Rho.

Stay up to date on the latest MIDO news:
www.mido.com,MIDO_Exhibition | Instagram, Facebook, TikTok, LinkedIn, X, YouTube | Linktree.

Credits: Welcome to Eyewearland
Agency: Mixer Group
Creative Direction: Max Galli
Digital Artist: Stella Stolkert
Copy: Sara Lometti
Account Director: Martina Vailati

Milan, Italy  February2, 2026

In the days leading up to Milan–Cortina 2026, MIDO | Milano Eyewear Show became the global stage for the future of eyewear design.

Presented in partnership with the MIDO exhibition, the Sergio Cereda Eyewear Design Award 2026 brought emerging designers from Italy, Germany, and the United States to the Vision Stage at Milan, unveiling sports-inspired eyewear concepts that fused fashion, performance, and engineering.

The Sergio Cereda Eyewear Design Award, the ceremony welcomed international press, educators, industry leaders, and students who traveled with their professors from around the world to participate in the live presentation, underscoring the award’s growing global importance.

Founded by Harvey Ross and powered by MIDO | Milano Eyewear Show, the Viva Ross Family Foundation, and the Cereda Family, the award exists to preserve and carry forward the design philosophy of Sergio Cereda, a designer whose work bridged creativity and manufacturing with rare mastery.

A Sports-Inspired Design Brief for a Global Moment

This year’s brief challenged students to design eyewear inspired by sport, movement, and performance, reflecting the energy, innovation, and international attention surrounding Milan–Cortina 2026.

Award Winners & Finalists
Top Three Award Winners

Grand Prize- $10,000
Giada Tosana
LABA | Libera Accademia di Belle Arti di Brescia, Italy

Second Prize- $5,000
Elisa Albertini
LABA | Libera Accademia di Belle Arti di Brescia, Italy

Third Prize- $2,500
Mahra Mustafa
Istituto Marangoni Milano, Italy

Special Recognition Awards

Two designers received $1,000 Special Recognition Awards, personally selected by founder Harvey Ross, for exceptional creativity and written submissions:

• Megan Broad Merkel - Savannah College of Art and Design (USA)
• Alessio Accardi - IED Torino, Italy

Finalists

• Alessandro Oberti - LABA | Libera Accademia di Belle Arti di Brescia, Italy
• Gustav Craft - Istituto Marangoni Milano, Italy
• Camille Ferreira - Istituto Marangoni Milano, Italy
• Anping Chu - Istituto Marangoni Milano, Italy
• Connor Bybee - Savannah College of Art and Design (USA)
• Leon Voegtle - Muthesius Kunsthochschule Kiel, Germany

Judges & Industry Leadership

Designs were evaluated by an international panel of distinguished judges:

• Harvey Ross - Founder, Viva International; Chairman, Ross Holdings; CEO, OPTYX New York
• Lorraine Berton - President, MIDO | Milano Eyewear Show
• Stefania Cereda Oppermann - Design Consultant, EssilorLuxottica
• Caterina Cereda - Design & Strategic Consultant; Co-Founder, Sergio Cereda Eyewear Design Archive
• David Friedfeld - President, ClearVision Optical
• Giovanni Vitaloni - Founder & Creative Director, VANNI Eyewear
• Bruno Palmegiani - Eyewear Designer & Industry Consultant 

The Sergio Cereda Eyewear Design Archive - Varese, Italy

A defining element of the ceremony was the spotlight on the Sergio Cereda Eyewear Design Archive, located in Varese, Italy, where Sergio’s original design studio has been transformed into a permanent archive and educational resource. The archive preserves original sketches, prototypes, and conceptual work and is open to students, designers, and brands seeking inspiration rooted in real-world manufacturing intelligence.

A Legacy Carried Forward

Reflecting on the purpose of the award, founder Harvey Ross shared:
“This competition was created for a reason beyond awards. It exists to safeguard Sergio Cereda’s legacy - a way of designing where beauty, function, and production are inseparable. Sergio was the designer’s designer. He could move effortlessly between extraordinary complexity and everyday accessibility, always honoring materials, process, and cost without ever diluting creativity. That mindset, that discipline, is what we are passing forward to the next generation.”

The President of MIDO, Lorraine Berton, added:
“More than 100 applications from students from all around the world demonstrated the vital and global impact of eyewear design. Each project reflected passion, skill, and a deep connection to our culture and to Made in Italy.The Cereda Award aims to highlight exactly this: the future of eyewear in the hands of young talents, carrying forward Sergio Cereda’s influence on the industry, and MIDO’s commitment as an international platform connecting talent, companies, and creativity worldwide”.

About the Sergio Cereda Eyewear Design Award

Founded by Harvey Ross and powered by MIDO Exhibition, the Viva Ross Family Foundation, and the Cereda Family, the Sergio Cereda Eyewear Design Award celebrates emerging designers who are shaping the future of eyewear through innovation, craftsmanship, and storytelling.

For More Information & Future Applications
Applications for the next award cycle open in April 2026.
Details and submission guidelines are available at:
Instagram: @sergioceredaaward
Apply: https://optyx.com/il-sergio-cereda-eyewear-design-award/

Milan, 1 February 2026 – The MIDO Awards 2026 ceremony took place today, one of the most eagerly awaited events of the fair: the moment the eyewear world stops and looks at itself and rewards what is really making a difference. On the stage of the Fashion Square in Hall 1, the international eyewear community got together  to celebrate the projects capable of combining vision, quality and impact.

Among the Best Store Award (XI edition) the recognition was granted to the optical centers that were able to transform retail into an experience: not only aesthetics, but identity, relationship and a sharp eye for detail.
For the Best Store Design category, the  winner was AndréOpticas Chiado by André Leal (Lisbon, Portugal), awarded for a concept that reinterprets a vintage luxury railway carriage and takes the visitor on an immersive journey through warm woods, brass details and a refined selection of independent brands and collector's items.

The Best Store Innovation award  was assigned to OptocentrobyRui Motty (Lisbon, Portugal), chosen for its "Flight to 2050" vision, an advanced project that integrates sustainability, technology and clinical excellence, building a more accessible, efficient and contemporary customer experience.
Sustainability was also celebrated as a concrete and competitive lever for the sector with the CSE Award – Certified Sustainable Eyewear, dedicated to exhibitors who interpret the green commitment in a measurable and concrete way, enhancing materials, processes and supply chains in a structured path.

Milan, January 28, 2026 – The preliminary figures for 2025 compiled by ANFAO paint a picture of an Italian eyewear industry confirming its structural and manufacturing solidity, despite a slowdown in growth, related mainly to the reduction of exports to the United States. This phenomenon can be attributed to contingent factors – in particular trade tensions and the matter of tariffs – but also opens a phase of rebalancing in the export scenario, with European markets holding up strongly.

THE GLOBAL BACKDROP IN 2025

2025 saw an international economic context characterized by regional growth differentials and persistent political and trade tensions, affecting the outlook for global trade and manufacturing.

A significant part of this uncertainty stems from protectionist policies and increased trade barriers, including the effects of tariffs introduced by the United States and similar measures adopted by other countries. In the early part of the year, this complexity generated fluctuations in trade flows, with visible effects on trade volumes and global value chains.

Despite this tense environment, some emerging areas of the global economy maintained relatively strong rates of expansion, with aggregate growth prospects expected to be around +4.1% for 2025. This shows that, while advanced markets face trade head winds related to the revision of trade rules, many developing economies continue to offer stronger demand dynamics.

Within this scenario, differences can be seen between the main economic areas: the United States showed signs of slowing down in the second half of 2025, reflecting the impact of trade tensions and regulatory uncertainties on consumption and trade. In contrast, Europe showed greater macroeconomic stability, supported by more consistent domestic demand dynamics and a less restrictive monetary policy framework, which helped to maintain a relatively solid production and trade environment for European manufacturing sectors, including the Italian eyewear industry.

Overall, 2025 is shaping up to be a year of repositioning of global trade balances, with protectionist barriers prompting a rethinking of export strategies and a search for new points of equilibrium in international flows, albeit in a context where global economic growth, although modest, remains positive.

THE ITALIAN ECONOMY IN 2025

In 2025, the Italian economy recorded moderate growth, with an estimated increase in GDP of around 0.7–0.8%, in line with the Eurozone trend. The gradual fall in inflation and less restrictive monetary conditions helped to stabilize consumption, while foreign demand showed signs of slowing down.

In this context, Italian exports showed different trends between markets, with greater resilience towards Europe and more marked weakness in non-European markets more exposed to trade tensions. Overall, Italy confirmed the resilience of its manufacturing system, despite the absence of a strong acceleration in growth.

ITALIAN EYEWEAR IN 2025

The preliminary figures for 2025 confirm the structural solidity of Italian eyewear, which maintained steady overall production levels in a complex international context. The industry continues to be strongly export-oriented, confirming its global focus.

The industrial structure also remained largely unchanged, with the number of companies and the employment base continuing to be a strength in the Italian supply chain. The ability of companies to adapt to evolving markets and maintain the value of production demonstrates the resilience of the eyewear manufacturing system.

In 2025, overall performance was mainly affected by foreign market dynamics, in particular the slowdown in the United States, while the stability of European markets helped to balance the industry as a whole through a phase of rebalancing and diversification of exports.

Based on the latest available data (October 2025), the preliminary results for 2025 have been drawn up, showing Italian eyewear production at €5.64 billion, stable compared to 2024.

The total number of manufacturers fell slightly to 798 companies nationwide, -2% compared to 2024.

In terms of employment, there was a decline due primarily to the lack of stabilization of fixed-term contracts: the number of employees (including flexible contracts) amounted to 22,837, down by 4.4% compared to 2024.

2025 PRELIMINARY RESULTS EXPORTS

In 2025, total exports of Italian eyewear – frames, sunglasses, and lenses – fell compared to 2024. Exports, which account for about 90% of production, were significantly affected by the negative trend in the US market, which impacted the overall result for the year.
Although the United States remains one of the main markets for Italian eyewear, preliminary figures for 2025 show a marked reduction in imports, largely due to the uncertainty generated by the introduction and tightening of trade tariffs.
This context slowed demand and led to more cautious behavior by operators and consumers, with visible effects on both the sunglasses and frames sectors.

Contrasting the decline in the US market, the preliminary figures highlight strong performance in Europe, which remains the leading market for Italian eyewear exports.
European markets showed more stable demand and contributed significantly to limiting the overall impact of the decline recorded overseas.

All in all, the export trend in 2025 reflected a phase of rebalancing in the international scenario, where the contingent difficulties of some markets were offset by the industry's ability to consolidate its presence in more stable areas and embark on a path of diversification.

In detail:

• In 2025, exports of sunglasses showed a negative trend of 5.5%, at about €3.3 billion.
• Exports of frames, instead, fell by just 0.9% to €1.6 billion.
  
  

This trend shows that sunglasses remain the segment most sensitive to consumer sentiment, as they are more closely linked to impulse purchases and are considered non-essential, unlike optical frames. This makes them more vulnerable to economic difficulties and changes in discretionary spending.

The slowdown in exports also affected imports, which fell by 2% in 2025 compared to 2024, at €1.77 billion.

2025 PRELIMINARY RESULTS EXPORTS: GEOGRAPHICAL AREAS

Looking specifically at the two product macro-segments – sunglasses and frames – by geographic area, we can see that:

2025PRELIMINARY RESULTS EXPORTS: COUNTRIES

The export analysis by individual country shows that:

2025PRELIMINARY RESULTS EXPORTS: VOLUMES

In 2025, the Italian eyewear industry exported 106 million pairs of glasses, slightly down on 2024 (- 3%). Of the total number of glasses exported, 63 million were sunglasses (about 60%) and 43 million optical frames (40%).

2025PRELIMINARY RESULTS DOMESTIC MARKET

In 2025, the domestic eyewear market held up overall, confirming its role as a stabilizing factor for the industry in a more complex international context. According to NIQ GfK data for the specialized channel, the Italian eyewear market (sell-out) reached a value of approximately €3.1 billion, with growth of +2.0% in value in the period January–October 2025 compared to the same period of the previous year.
Within the market, the ophthalmic lens segment remains central, accounting for over 50% of the channel's total value. Since the beginning of the year, lens sales have shown positive growth, albeit with a slowdown in September–October, due to greater consumer price-sensitivity. In particular, progressive lenses recorded growth in both volume and value, while single vision lenses showed a more modest trend, with a reduction in the average price.
In general, the preliminary figures for 2025 are expected to be in line with this trend, supported by demand related to vision, which continues to be a structural driver for the eyewear industry.

2026 FORECAST

"2025 offered a complex international context, marked by trade tensions and a phase of trade rebalancing,"commented Lorraine Berton, President of ANFAO, "but also by the structural solidity of the Italian eyewear industry."

The outlook for 2026 is set against a macroeconomic backdrop defined by the International Monetary Fund as resilient overall, despite geopolitical and trade tensions. According to the latest estimates, global economic growth is expected to be around 3.3% in 2026 (3.2% in 2027), confirming the global economic system's ability to absorb shocks related to conflicts, protectionist policies, and trade fragmentation without entering a recessionary phase.

As for Italy, forecasts indicate modest but stable growth for 2026, with GDP expected to be around 1%, mainly supported by domestic demand and a progressively more favorable financial environment. In this context, manufacturing sectors with higher added value and a strong international focus, such as eyewear, will continue to play a central role in supporting the competitiveness of the national production system.

At a structural level, the outlook for the industry is supported by long-term demographic and socio-economic factors. Globally, population aging is a key driver: it is estimated that over 1.8 billion people worldwide suffer from presbyopia, an age-related condition that affects a growing proportion of the adult population and is set to increase further in the coming years. At the same time, the prevalence of vision defects continues to grow: myopia now affects around 30% of the world's population, with a steadily increasing prevalence (40% of the population is expected to be myopic by 2050), especially among younger age groups, partly due to the intensive use of digital devices. In Italy, these trends are particularly pronounced. People over 65 account for over 24% of the population, one of the highest rates in Europe, set to increase in the medium term.
Demographic aging is accompanied by an increase in vision problems: about one in four people over 65 live with at least one sensory problem, including vision. These factors fuel solid structural demand for corrective solutions, ophthalmic lenses, and high-tech products, making the opticalsegment a stable pillar of the eyewear market.

Alongside the demand related to visual health, the sunglasses segment also offers prospects for cautious optimism in the medium term. The growth in average income and the expansion of the middle class in various areas of the world—particularly in Asia, North Africa, the Middle East, and Latin America—are driving an increase in the consumption of lifestyle and quality products. In these markets, sunglasses are increasingly seen as a functional and fashion accessory, with growing interest in the mid-to-high-end segments, where Made in Italy enjoys a recognized competitive position.

On the export front, 2026 could mark a phase of gradual rebalancing, with a possible improvement in the more volatile market conditions observed in 2025, starting with the United States, and a further strengthening of Europe's role as an area of stability. At the same time, Asia and the Middle East will continue to offer expansion opportunities related to increased consumption and demand for quality products.
Overall, 2026 is shaping up to be a year of moderate confidence, during which the Italian eyewear industry will be able to continue to leverage manufacturing quality, innovation, and the value of the supply chain to meet structurally increased demand and tackle an evolving global scenario from a more solid position.

"The outlook for 2026 allows for cautious optimism, "emphasized President Berton, "supported by demographic factors, the evolution of visual needs, and new opportunities in international markets. In this scenario, the ability of companies to cater to increasingly selective markets, focusing on value, differentiation, and positioning, will be crucial in accompanying a phase of progressive rebalancing of exports. We also expect a gradual improvement in exports to the United States, in a context of clearer trade conditions and normalization of trade."

"MIDO, "concluded Lorraine Berton, President of ANFAO and MIDO, "once again confirms its status as the international benchmark for the industry, not just for business, but also for interpreting the trends and transformations underway. The positive climate of confidence surrounding the 2026 edition is a fundamental element for sustaining growth and facing the challenges of the years to come in an informed manner."

We are who we are — and we are also who we would like to become.
This apparent paradox becomes visible in the story of eyewear trends at MIDO 2026 – a reflection focused on identity that takes shape within a minimal yet powerful area – eyewear. No longer merely an aesthetic or functional accessory, eyewear becomes an emotional and cultural space, capable of shaping the perception of oneself and others, condensing past, present and future.

In a global context marked by contradictions and fragmentation, eyewear emerges as a space of freedom, authenticity and simplicity. Heritage plays a central role, not as an imposition, but as a narrative foundation from which contemporary languages develop, generating empathy and closeness. Design, architecture, art and nature interact within a vision that looks back to its origins while simultaneously opening up new physical and mental geographies.

Collections move between natural and urban landscapes, cultural references and collective memories – from the dunes of the Sahara to Iceland’s volcanic territories, from Japan to Scandinavia, by way of Italy and creative capitals such as Milan and London. Art makes a strong comeback with referencesto Futurism, and the moods of the 1960s, 1970s and 1990s, as well as the early 20th-century, with aviators and explorers as timeless icons.

Themes at MIDO 2026

Water Lights
A yearning for purity and the essential takes shape through transparencies, etherealcontoursand interplays of light. Materials become lighter, layered and open to prismatic and kaleidoscopic effects reminiscent of water, seabeds and minerals. Light becomes a dynamic element, capable of transforming color and volume, creating a sensitive relationship between eyewear, the face and the surrounding environment.

Magma
Matter is explored beyond its limits, in a profound dialog with nature and archetypes. Organic, primordial and, at times, extreme forms follow the subtle vibrations of the natural world. Research that crosses the boundary between the visible and the invisible and, thanks to advanced and sensitive technologies, transforms abstraction into a tangible experience.

Carnet de Voyage
Travel becomes a metaphor for identity. The collections narrate a contemporary Grand Tour that traverses cultures, artisanal traditions and urban landscapes. Ancient symbols, calligraphy, reinterpreted archives and the atmospheres of major cities intertwine with design — particularly Scandinavian design — and architecture, eliciting new shapes and constructive solutions.

Key features
Materials evolve toward circularity and environmental responsibility, shaping a new, contemporary artisanal luxury in which bioplastics, plant-based resins, recycled acetates and bio-acetates coexist with natural materials and highly innovative solutions.
Experimentation with alternative materials continues to grow, including those derived from shells, grape seeds and cellulose acetate recovered from cigarette butts. Meanwhile, metal returns to center stage – particularly titanium, steel and recycled aluminum – chosen for their light weight, strength and ability to interact with light, with the select use of precious metals as a design element.

In the name of timelessness, iconic shapes – aviator, cat-eye, panto, navigator, mask and flat-top – are reinterpreted through new processes and proportions, featuring clean, often genderless and inclusive geometries, soft lines, rounded edges and reduced volumes or thicknesses. A sculptural, architectural approach driven by subtraction and structural precision, while also leaving room for semi-rimless and rimless frames, including oversized versions.

The color palette follows a new quiet restraint, preferring crystal, black, deep browns and havana, paired with natural tones such as honey, beige, khaki and green, alongside blues, reds, burgundy, greys and pinks in desaturated, mineral interpretations. Occasional bolder accents – such as yellow or shocking pink – are rendered unique through textural treatments, layering and special finishes.

Accessories complete the aesthetic and sustainable narrative, becoming an integral part of the design. Cases made from vegan, biodegradable or recycled materials sit alongside multifunctional solutions designed to reduce waste, while chunky and fine chains and clip-ons take on both aesthetic and practical roles, transforming eyewear into an increasingly visible, modular object coordinated with personal style.

Milano, January 28, 2026 – From January 31 toFebruary2, 2026, MIDO returns to Fiera Milano Rho with an edition that brings together the very best of eyewear from around the world. In a strategic year for Milan, the show once again confirms its role as a business hub and a special platform for observing the industry’s evolution, from product to market, serving the entire supply chain as a unique point of reference.

“We are ready to kick off this new edition of MIDO,” stated President of MIDO and ANFAO Lorraine Berton.“We prepare year-round for these three days:for that detail, that ‘hundredth of a second’ that can make the difference between a good edition and an extraordinary one. Each year we add something new, because our goal is always the same: to anticipate change, raise the bar and look to the future.
There is no denying that we are experiencing complex times, from an economic and geopolitical standpoint, but our sector has demonstrated extraordinary resilience. MIDO exists precisely to provide a solid, inclusive and international context in which to meet, close business deals, and share ideas and viewpoints on the future of the industry.”

OPENING CEREMONY

On Saturday, 31 January at 10:30 am, the MIDO opening ceremony will take place at the Fashion Square in Pavilion 1. The importance of the event is underscored by the participation of leading institutions and figures from the business world. Taking the stage will be Lorraine Berton, President of MIDO and ANFAO; Adolfo Urso, Minister of Enterprises and Made in Italy; Emanuele Orsini, President of Confindustria; Elena Buscemi, President of the Milan City Council; and Giovanni Bozzetti, President of Fondazione Fiera Milano. Attilio Fontana, President of the Lombardy Region, and Matteo Zoppas, President of ITA, are also expected to participate. Following the welcome addresses and institutional speeches, the traditional ribbon-cutting ceremony will officially mark the start of three days of exhibits, events, meetings and initiatives focused on eyewear, fashion and innovations in eyewear.

At 3:00 pm, Pavilion 6 will host the official opening of The Lens of Time exhibit.After its stop in Venice, the exhibit retracing the history and evolution of eyewear from its origins to the contemporary era, makes its debut at MIDO with a dramatic installation specifically designed for the show’s audience. After MIDO, in the autumn, the exhibition will move to Palazzo Piacentini in Rome at the Ministry of Enterprises and Made in Italy.

MIDO 2026 BY THE NUMBERS

Approximately 1,200 exhibitors—including 270 Italian and 930 international companies—from nearly50 countries.These include Europe withFrance, Germany, Spain, and the UK, as well as the USA, Canada, India, Australia, Japan, and Hong Kong, to name just a few. There are 140 new entries compared to last year, 8 exhibit areas across 7 pavilions, more than 20 workshops and meetings at The Vision Stage, 3 award categories – from the historic Best Store Award to the brand-new CSE Corporate Award – and more than 40,000 visitors and 400 journalists expected from all over the world. Again this year, the strong presence of buyers, professionals and journalists from the sector’s most relevant international markets has also been made possible thanks to the support of ITA – Italian Trade Agency, a strategic pillar for MIDO, which has contributed to bringing more than 200 delegates from 56 countries to the show.

AN ARRAY OF SERVICES TO EXPERIENCE MILAN DURING MIDO

With MIDO just around the corner, the event takes place just days before the opening of the Milan–Cortina Winter Olympic Games, in a city animated by a vibrant atmosphere. In this context, MIDO has developed and made available a range of tools and services designed to help visitors and exhibitors organize their stay in Milan. These include an online booking tool developed in collaboration with MiCodmc, the official hospitality agency, allowing travel and accommodations to be arranged with just a few clicks; dedicated services for Italian opticians, such as free train travel; city maps to experience Milan through culture, food and shopping; and the exclusive YesMilano City Pass, which offers all MIDO pass holders a 10% discount on public transport and access to the Duomo and the city’s main museums.

WHAT’S NEW AT MIDO 2026

First and foremost, a complete redesign of the Fashion Square in Pavilion 1, the space where major players and emerging Fashion & Luxury brands unveil their new collections and define the style of the season. In Pavilions 2 and 4, the Design Area will welcome new exhibitors and host a new installation showcasing DaTE, the independent eyewear show scheduled to take place in Naples from 12 to 14 September 2026. Meanwhile, in Pavilion 6, the previously-mentioned The Lens of Time exhibit will be installed in the piazza.Finally, introduction of the new CSE Corporate Award, which builds on the experience of Stand Up For Green and recognizes not an individual product, but the exhibiting company that demonstrates the highest ESG standards.

NOT-TO-BE-MISSED EVENTS

As every year, MIDO will offer numerous opportunities for networking, celebration and reflection on the transformations redefining the eyewear sector and its relationship with contemporary society. Numerous conferences and workshops will take place at The Vision Stage in Pavilion 1, addressing key topics for the industry: from leadership to geopolitics, inclusion to sustainability and eco-design, as well as trends, marketing, communication and the medical field. The full program is available at:https://www.mido.com/en/the-vision-stage-2026

On Sunday,February 1 at 12:30pm, the MIDO Awards ceremony will take place at the Fashion Square in Pavilion 1, celebrating excellence in eyewear – the Best Store Award, dedicated to the world’s leading optical stores, in two categories,Design and Innovation; the CSE Award – Certified Sustainable Eyewear, for manufacturers committed to sustainable practices, from the use of recycled materials to energy savings; and the previously mentioned CSE Corporate Award.

DIGITAL TOOLS

MIDO strengthens its business dimension through an ecosystem designed to make connections between companies and buyers even more immediate and effective. The strong international presence encourages continuous, spontaneous, widespread networking, maximizing the possibilities for major players and smaller companies alike as they enter the market for the first time. Supporting this ecosystem is an array of advanced digital tools: contact and activity management tools, media kits designed to increase visibility, an app,with an interactive map that allows visitors to save favorite stands and create custom time-saving routes through the halls; city maps to navigate Milan’s culture, relaxation and quality time with ease to enjoy the city outside the trade show; and a digital pass enabling visitors to connect directly with exhibitors.

To stay up to date on all MIDO news, visit www.mido.com and follow the official social channels MIDO_Exhibition | Instagram, Facebook, TikTok, LinkedIn, X, YouTube |Linktree.

To register forMIDO, visitors must complete the registration form available at: https://www.mido.com/en/entry-pass .Journalists can register at: https://www.mido.com/en/press-registration.

Milano, 26January 2026 - A minimal, highly symbolic installation designed to offer an immersive experience at the heart of the Piazza in Pavilion 4 at MIDO | Milano Eyewear Show – DaTE 2026 returns to the world’s leading eyewear exhibition, to be held at Fieramilano Rho from January 31st to February 2nd.

At the center of the space stands an eight-meter circular mirror, that becomes both a physical and a metaphorical device for vision and reflection. A multimedia magnifying lens, it focuses attention on Salone Margherita in Napoli, revealing its soul and amplifying the distinctive qualities that make this historic venue so unique.

“Napoli takes center stage: observed, magnified, and reflected in all its timeless elegance and magic. A minimalist composition that ‘frees the gaze’ from distraction, inviting visitors to focus on the essence of places and on the value of vision, the core theme of DaTE. Each element engages subtly with the surrounding space, guiding the public without ever imposing itself,” explains DaTE President Davide Degl’Incerti Tocci.

With 1,200 exhibitors from 50 countries and visitors from 160 nations, MIDO is an exceptional showcase for DaTE. The place to interact with an international audience of buyers, opticians and exhibitors, entirely in sync with the avant-garde and innovation in the eyewear industry.

DaTE 2026 brings form to matter in the Piazza of Pavilion 4, at the heart of the Design area – the space where innovation and vision converge. Here, creativity finds its most authentic expression, experimenting with shapes and materials to interpret the present and imagine the future. A setting driven by research and energy, where trends are anticipated, new languages explored, and the many identities of eyewear are narrated.

Following last year’s iconic Cocoricò pyramid, this year’s installation also fits organically in this setting. Curated once again by designer Francesco Pagliariccio of Studio Cavaletti+Pagliariccio, the 2026 project focuses on an experience that extends beyond the exhibit itself – a moment to pause and make a deeper connection with DaTE’s identity, with the architecture of the place that will host it, and the spirit of the city that welcomes it.

At MIDO 2026, DaTE will also debut its new communication campaign: Behind Every Frame a Role to Play, curated by Cristina Frasca, co-founder of the event, along with Dante Caretti.
The campaign portrays DaTE as an experience that transcends the traditional notion of a business-focused event, exploring a more cultural and expressive dimension of eyewear.

The taglinecelebrates the idea that every pair of glasses relates the story of a role: each frame becomes a tool for expressing identity, moods and relationships, in an ongoing interplay between what is revealed and what remains concealed. It highlights the variety of roles each individual inhabits in life, thus evoking a theatrical dimension that lies at the core of the campaign’s creative inspiration.

It is no coincidence that the 2026 edition of DaTE will be held at the Salone Margherita in Napoli, a historic cabaret founded at the end of the 19th century that soon became a symbol of the city’s Belle Époque. A landmark of entertainment and creativity, it was a place where music, comedy, and costume converged, shaping a culture of performing arts that extended beyond simple performance. This dialog between theater, performance, and identity informs DaTE’s campaign – as on a stage, in the world of eyewear, each individual plays one or more roles – with eyewear as both symbol and instrument.

DaTE 2026 retainsits format, envisioned to respond to the evolving challenges of an industry in constant transformation. It will be a traveling event to be experienced together in many Italian cities (and beyond). Admission to DaTE is free of charge, open only to eyewear industry professionals, opticians, buyers and journalists.

We look forward to welcoming you from January 31 to February 2, Pavilion 4 | Milano Eyewear Show, Fieramilano Rho.

https://dateyewear.com/

www.instagram.com/dateyewear/-

https://it-it.facebook.com/DateEyewearOfficial/

ANFAO: THE ITALIAN EYEWEAR INDUSTRY
BETWEEN IDENTITY AND GLOBAL MARKETS

• INTERNATIONALIZATION: remains one of the strategic priorities, the key to staying competitive, expanding markets, and consolidating the Italian eyewear industry’s leadership worldwide. “In this regard, we have achieved an important milestone – the strengthening of  the ITA (Italian Trade Agency) plan specific to our sector will allow us to expand the promotion of Made in Italy abroad, supporting Italian companies and opening up new opportunities in emerging markets. This is an achievement that strengthens the entire system and shows just how effective teamwork between ANFAO, institutions, and companies can be," declared the President. With reference to the second half of the year alone, ANFAO participated in and promoted numerous international initiatives, including the Days of Italian Fashion in the World event in Japan, the United Arab Emirates, Brazil and India; the IEE – Italian Eyewear Exhibition in Paris; the business mission in Brazil; and the Italian group presence at Silmo Istanbul. New international ventures are planned for 2026 in partnership with ITA including, to date, IEE Milano on January 30, with more than 60 Italian companies, IEE New York on March 4 and IEE Paris on September 25.

• SUSTAINABILITY: in collaboration with Deloitte Climate & Sustainability, ANFAO has developed a free training program for SMEs on the topics of sustainability reporting, ESG culture and the integration of environmental, social, and governance principles into business processes. An even broader training program is being developed for 2026, which will include topics such as sustainable supply chain management, incentives for energy transition, and the relationship between banks and businesses with a focus on sustainability. ANFAO is also working to transform CSECertification into a standard recognized at the European level, working toward its evolution as PCR - Product Category Rules. Finally, a project is being developed to support companies in adopting sustainable, circular business models.

• INNOVATION AND DIGITALIZATION: a new project was introduced that aims to support companies in the digitalization of processes, in the adoption of AI, and in the development of new organizational and production models. The initiative will be presented in detail in the coming months.

• INCLUSION: the Association has created a free "Walk the Talk" course on inclusive behaviors. For the next year, the focus of the project will shift to attracting young talent, creating business ecosystems oriented towards well-being, diversity, and inclusion, and enhancing the sector's attractiveness to younger generations.

• CULTURE: The Lens of Time exhibit at Palazzo Flangini in Venice was a huge success. It can be visited at the M9 Museum in Mestre, in a dedicated corner area, until February 15. The project will also be featured at MIDO 2026, with a spectacular installation in the Pavilion 6 Piazza; next Fall it will be in Rome at Palazzo Piacentini, headquarters of the Ministry of Enterprises and Made in Italy (MIMIT).

• TRAINING: New funding was approved for the Copernico 2.0 Project, created and designed by ABLE-CERTOTTICA together with ANFAO, a natural evolution of the platform that, with AI support, makes it possible to create personalized courses. The Youth Group has also developed export-management training programs, investing in the next generation through high-level educational tools in partnership with LUISS Business School.

• MEDICAL PROFESSION: the Association is committed to promoting dialog between the medical profession and opticians through projects like Eyevolution and the protocol for tele-reporting.
  
  
  

ANFAO TAKES ITALIAN EYEWEAR TO THE GLOBAL STAGE: LAUNCHING IN OSAKA, “ITALIA È MODA” [ITALY IS FASHION]

THE EXHIBIT debutS IN JAPAN AT EXPO OSAKA, AS PART OF THE
DAYS OF ITALIAN FASHION IN THE WORLD

Sergio Cereda Eyewear Design Award Announces Top 10 Contenders.
Top Three To Be Announced Live At Mido Exhibition.

Harvey Ross, Founder of the Sergio Cereda Eyewear Design Award, said:

Awards, Exhibition & Live Ceremony

The Top Three designers will receive monetary awards of $10,000, $5,000, and $2,500, with final placement revealed live during the awards ceremony.

🏆 Awards Ceremony Saturday, January 31, 2026 4:00 PM

The Vision Stage, Hall 1 — MIDO | Milano Eyewear Show

The Top Three designs will also be exhibited in The Vision Stage Lounge at MIDO, alongside original Sergio Cereda prototypes and archival sketches—creating a direct dialogue between legacy and the next generation of eyewear designers.
All students who participated in the competition are invited and encouraged to attend, and to network with jurors, professors, manufacturers, and global leaders from across the eyewear industry.

Lorraine Berton, President of MIDO and ANFAO, added:

“This award reflects the very spirit of MIDO — where heritage, innovation, and future vision meet. In a symbolic year for Milan and for Italy, giving space to young designers who can unite performance, design culture, and storytelling means investing in the future of our industry.”

Stefania Cereda Oppermann, Design Consultant, EssilorLuxottica North America Product Team, said:
“The brief was Olympic-inspired, but at its heart, this competition was about understanding my father — his curiosity, his rigor, and his respect for craftsmanship. The depth of thought shown in the essays and designs this year truly honors his legacy.”
Ketty Cereda, Eyewear Industry / Brand Consultant, commented:

“The strongest projects balanced performance with storytelling. These students demonstrated not only creativity, but a genuine understanding of design with purpose — something my father valued deeply.

International Jury

The Top 10 Contenders were selected by an international jury of eyewear industry leaders:
Harvey Ross — Founder, Viva International Group; CEO, OPTYX New York Retail Group, Founder of HMR Holdings, and creator of award.
Stefania Cereda Oppermann — Design Consultant, EssilorLuxottica North America Product Team
Caterina Cereda — Independent Design & Strategic Consultant
Lorraine Berton — President, MIDO / ANFAO
David Friedfeld — President, ClearVision Optical
Giovanni Vitaloni — Founder & Creative Director, VANNI Eyewear
Bruno Palmegiani — Eyewear Designer

MIDO 2026: THE EXHIBITOR LIST IS ONLINE
"THE LENS OF TIME" EXHIBITION DEBUTS AT THE SHOW

Around 1,200 exhibitors from 50 countries are expected with 140 new entries and
visitors from over 160 countries

The exhibition "The Lens of Time" in Hall 6

After the Venice stop, the exhibition dedicated to the history of eyewear, conceived by ANFAO, arrives at MIDO with a new set-up designed for the international public of the fair. The exhibition traces the evolution of eyewear from its origins to the present day, highlighting its cultural, artisanal and stylistic value. After MIDO, the exhibition will continue in autumn 2026 in Rome, at Palazzo Piacentini, headquarters of the Ministry of Enterprise and Made in Italy, with the future plan of landing abroad.

The Vision Stage: between training and current affairs

MIDO's program of meetings, in-depth studies and workshops includes around 20 appointments with journalists, actors, sportsmen, sustainability experts, market analysts and representatives of the medical and optical sectors. Among the central topics that will be discussed are social responsibility, market trends, purchasing behavior and the prospects of the US market. The complete calendar will be online in January.

MIDO Awards

Applications are still open for the awards with which MIDO celebrates the industry and its excellence. Opticians, retailers and manufacturers with a distinctive vision can apply for three awards: the Best Store Award (applications open until 31 December), dedicated to the best optical centers in the world and divided into  the Design and Innovation categories; the CSE Award – Certified Sustainable Eyewear, aimed at producers committed to sustainable practices, from the use of recycled materials to the reduction of consumption; and the new CSE Corporate Award, which rewards not a single product but the most virtuous exhibitor company in the ESG field. Applications for the two CSE Awards are open until 14 December 2025. All information and forms to send your application are available in the "Awards" section of mido.com. The award ceremony will be held during MIDO 2026. We will inform you shortly through both the website and the social channels.

Experience staying in Milano

In 2026, MIDO will take place just a few days before the inauguration of the Milano-Cortina Winter Olympic Games, in a city in full swing. For this reason, the fair has prepared a series of tools to facilitate the organization of your stay in Milano, including an online booking tool, developed with MiCodmc, the official hospitality agency, which allowsto organize travel and accommodation in a few clicks and book unique experiences, services dedicated to Italian opticians, such as free trains that can be booked starting from January,   city maps to experience Milano between culture, food and shopping and the exclusive YesMilano City Pass, which all MIDO pass holders canpurchase with a 10% discount and offers special rates on public transport, access to the Duomo and the main city museums.

Press conference
The press conference to present MIDO 2026 will be held on Wednesday 28 January at 11.30 a.m., at the Feltrinelli Foundation in Milano.

To stay updated on the news, visit the mido.com website and the official social channels MIDO_Exhibition | Instagram, Facebook, TikTok, LinkedIn, X, YouTube | Linktree

Milano, 9 June 2025 – At the 29th edition of the Mediastars technical awards for advertising, the MIDO campaign | Milano Eyewear Show 2025, Refocusing On Humans, wins three awards in the print media section: 1st place Mediastar,1st place Periodical and Special Star for Creative Direction. The awards ceremony was held Friday, June 6th at the San Fedele Auditorium in Milan.

For the third consecutive year, the MIDO communication has earned one of the foremost accolades in the world of advertising. An outcome that goes well beyond a single creative concept – what is being celebrated isthe ability to consistently create new, relevant campaigns that powerfully communicate to the public and the press, all while maintaining a clear and recognizable direction. An achievement that demonstrates the strength of MIDO’s strategic vision and the quality of the team’s work.

“Refocusing on Humans”, photographed by Uli Weber and created by Max Galli in collaboration with Mixer Group, returns humans to the center of focus and is a tribute to human creativity and the craftsmanship skills that create beauty. Entrusted to a master of photographic art, the campaign narrates the awe-inspiring authenticity of human beings, reflecting the unique creative spirit of the world of eyewear.

At its 29th edition, the Mediastars award is assigned every year to the best Italian ad campaigns, recognizing and adding value to the professionalism and talent of those working in the field of communication at the national level. About 550 projects were nominated for this edition and evaluated by a panel of industry experts and professionals.

To stay up to date with all the latest MIDO news, visit the website https://www.mido.com/en/ and the official social channels, Instagram @mido_exhibition, Facebook @MIDOExhibition, X @MIDOExhibition and LinkedIn https://www.linkedin.com/company/mido/posts/.

CREDITS “REFOCUSING ON HUMANS - A new eyewear perspective”
Agency: Mixer Group
Creative Direction: Max Galli
Photography: Uli Weber
Art Director: Max Galli
Copy: Sara Lometti
Digital Processing: Matteo Tranchellini
Client Manager: Martina Vailati
Account Manager: Marta Vecchiati

The 3-day international eyewear show concludes in Milano

MIDO 2025: ATTENDANCE UP 9% COMPARED TO LAST YEAR

Substantial growth from across Europe (+9%), particularly from Germany (+32%), as well as from Australia (+44%), South America (+20%), Africa (+10%) and the Middle East (+9%).
Attendance from North America remained steady.

Milano, 13 February 2025 – Business, innovation, trends, sustainability and inclusion. These were the key themes at this edition of MIDO, the international eyewear show that closed on Monday.
More than 42,000 attendees from 168 countries, and 1,200 exhibitors, of those about 930 international, in 8 exhibit areas across 7 pavilions.
There was substantial growth in attendance numbers from Europe (+9%), above all from Germany and neighboring countries (including Eastern Europe). Remarkable growth from Africa was driven by countries bordering the Mediterranean, such as Egypt, Tunisia, Algeria and Morocco. Attendance from South America also rose thanks to participation from Brazil, Argentina and Venezuela, while the Middle East saw an increase of 11% from the UAE and 40% from Israel. These figuresre confirm the Milano show as a true international melting pot, a key hub where the global eyewear industry can conduct business, close sales, build new relationships and discover all the latest trends.
In addition to visitors, MIDO 2025 recorded more than 16,000 exhibitor attendees over the three days, from stand staff to company employees, agents, representatives and distributors. This data further underscores the show’s drawing power, which perhaps this year more than ever reconfirms its position as the undisputed leader.

“This edition was all about business, networking, and fresh ideas.” – remarked Lorraine Berton, President of MIDO and ANFAO (Italian Optical Manufacturers Association), one day after the show’s conclusion. “You could feel the energy in the air for all three days—there was a real buzz among exhibitors, buyers, opticians, and all the industry professionals who took part. We wanted to create as many opportunities as possible for people to connect, exchange ideas, and grow—whether through business, training, or insightful talks with top speakers from Italy and beyond. This edition really made an impact, reinforcing the strong sense of community and shared passion for the future.”

MIDO 2025 was broadcast far and wide, in newspapers, on TV and radio, and on social, all around the world. More than 500 accredited journalists were on hand (+25% vs 2024), along with 300,000+ user interactions (+20% vs 2024) on the event’s main channels. Specifically, MIDO-generated content received more than 3 million views (+50% compared to last year). The number of followers on each social profile also increased, with Instagram achieving +12%, highlighting the strong ties between the largest international eyewear show and its digital community. Nearly 35 thousand users visited the website, while the App’s interactive map was the feature attendees used most, followed by the exhibitor search function.
On-site presence of the Minister of Enterprises and Made in Italy, Adolfo Urso, and other government representatives (MAECI, Lombardy Region and City of Milano) reconfirmed the show’s value and that of Made in Italy to the national economy. The support of ITA (Italian Trade Agency), a longtime partner of MIDO and ANFAO, was decisive in inviting nearly 200 buyers and journalists from 55 countries.

As at each edition, celebrity guests turned the MIDO stage into an authentic social event. Among them, Pierfrancesco Favino, Alessandro Del Piero, Domenico Dolce, Alessandro Costacurta, Luis Figo, and many more.

Inclusion was another key theme at MIDO, with the presentation of the first results of the Diversity & Inclusion project promoted by ANFAO. Over the past few years, this initiative has aimed to raise awareness among industry businesses and foster a more inclusive culture. Over the last year, ANFAO and Milya, organized on-site labs aimed at strengthening inclusivity.

Last but not least, the MIDO AWARDS, honoring young designers, optical shops, exhibitors, and industry professionals who strive every day to improve themselves and their profession for the benefit of the entire supply chain. All of the award winners can be found on the official site mido.com.

The next edition of MIDO will take place from January 31 to February 2, 2026, at Fieramilano Rho.

To stay up-to-date on MIDO news, visit www.mido.com/en and the social channels linktr.ee/MIDO_Exhibition #MIDO2025.

Milano, 9 February 2025 – The second day of MIDO 2025 opened to a flood of visitors that streamed into the 7 pavilions of Fiera Milano Rho. Password, business: buyers, distributors, opticians and eyewear professionals from around the world are here to seal business deals, open new channels and build relationships that will prove to be critical to business in the coming months.
An edition that is living up to expectations: a driving force for the international eyewear economy, a key venue where the meeting between supply and demand is ripe with creative inspiration and opportunities to share and compare.
The many entrepreneurs who visited MIDO today also had numerous opportunities for professional training and information on topics that are strictly related to the various fields in the eyewear sector, including markets, future consumers, inclusion and sustainability, as well as casual encounters with famous celebrities from the world of sports, entertainment and fashion, like actor Pierfrancesco Favino, stylist Domenico Dolce and soccer legend, Alessandro Del Piero.
At The Vision Stage, talk was focused on the power of language and its impact on society and the workplace in the “Oops. I Said It Again”. Navigating the world of inclusive language”conference organized by ANFAO. More and more companies are realizing that inclusive language is not only an ethical choice, but also a valuable tool for building a more equitable and respectful corporate culture. During the debate, which also included participation by a special guest, actor, author and director Paolo Ruffini, discussion revolved around how the use of words can encourage or hinder dialog, introducing the concept of “bridge words” – that facilitate communication – and cautioning against “killer words”, that can, even inadvertently, be exclusionary or reinforce stereotypes.

During presentation of the WGSN study for MIDO, the topic, instead, was focused on consumers and future markets, that highlighted the consumer trends that will impact 2026, defined as the “year of transition”. According to the survey, in 2026 the eyewear market will be influenced by identified consumer profiles, like the impartialists, who seek transparency and authenticity, or the individualists, independent non-conformists. Or the gleamers, who prefer simplicity and well-being, and the synergists, who advocate for harmonious interaction between humans and technology. A look at consumer trends in key eyewear markets (Italy, France, Germany and the United States) provided insights crucial to understanding global market needs and planning successful strategies. Conversation also turned to the Optical Monitor study by GfK, presented today at MIDO. It turns out that in these countries, the foremost drivers of choice are quality materials, aesthetics and design; while price, although important, is not the deciding factor. Endorsers and influencers play a significant role in the choice of eyewear, and a physical point of sale remains the preferred purchase channel because it is positioned to better meet the needs of the consumer. Nonetheless, price continues to be a driver for online purchases. When compared, the US market seems more dynamic than the others but, highly motivated by the value of the "Made in" and the brand, customers in Italy spend more on eyewear.

“Sport and Vision: the importance of visual health in the practice of sports”, featured Alessandro Costacurta and Dr. Francesco Loperfido, Head of General Ophthalmology Services at San Raffaele Hospital, Milan, organized by the Eyecare Commission ETS. An interesting conversation ensued on the connection between vision and sports performance, on the importance of healthy vision to not only improve performance but, above all, safety on playing fields at all levels.
Alessandro Costacurta visited the CDVVista e Sport Virtual Arena installation in pavilion 1 where it is possible to experience, through virtual reality, the effects of impaired vision on sports performance.

A journey through tradition, creativity and innovation:
the history of Italian eyewear on display

THE LENS OF TIME: THE HISTORY OF EYEWEAR IN ITALY
(7 May – 22 July, Venezia)

The exhibit, focused on the history and future of Italian eyewear, to be held at Palazzo Flangini, iconic headquarters of the Fondazione di Venezia overlooking the Grand Canal, was introduced during MIDO 2025.

Milano, 8 February 2025 – The Lens of Time, an exclusive exhibit showcasing the history and evolution of Italian eyewear, was officially announced at a press conference during the 2025 edition of MIDO, the leading international eyewear trade show.
Sponsored and organized by ANFAO (Italian Optical Goods Manufacturers’ Association), the exhibit will be curated by the Fondazione Museo dell’Occhiale of Pieve di Cadore, a hub for the conservation and study of the history of eyewear, in collaboration with the Fondazione di Venezia, an institution committed to enhancing the value of the city’s cultural heritage, and with the M9 Foundation, Museum of the 20th Century of Venice-Mestre.
Hosted at theFondazione di Venezia headquarters, Palazzo Flangini, a historic Venetian palace overlooking the Grand Canal, the show will be inaugurated on May 7th and remain open to the public until July 22nd.
It will be a journey through tradition, creativity and contemporary innovation. From the earliest rudimentary fourteenth century lenses to eighteenth century sunglasses, by way of modern technologies and state-of-the-art designs, The Lens of Time offers visitors an immersive experience of historic and contemporary pieces complemented by multimedia installations and exciting interactive narrations.
A compelling in-depth look at the exhibit’s core nucleus is located in the adjacent Church of San Geremia – Sanctuary of Lucia, featuring objects and works connected to vision andSaint Lucia, the patroness saint of the eyes and the blind, including ex-voto objects, paintings and early vision-measurement tools.

“The Lens of Time is not only an exhibit but a journey through time and human ingenuity. The history of eyewear is the history of an instrument that has changed the lives of millions of people, becoming a symbol of innovation, culture and style, with a crucial social role,” remarked Lorraine Berton, president of ANFAO and MIDO. “A story through the centuries that begins in Venice and speaks of a community of individuals, of families that for generations have dedicated their lives to manufacturing excellence.With this exhibit, we want to honor not only the technical and stylistic evolution of the product but also the commitment and passion of entire generations who have made Italy a global hub for our industry.”
In addition to the exhibit, the show will be enhanced by a series of initiatives of great scientific, artistic and educational value which will expand its cultural range of offerings:

• WDW Laboratories (Wear Design Workshop). Deserving of special attention is this collaboration with IUAV, the University of Venice. Labs and workshops will be organized that actively engage young talent, professionals and students in projects of sustainability and technological innovation applicable to the sector, to explore the future of eyewear.

• Themed events: conferences and round tables on design and the aesthetics of eyewear, sustainability, Made in Italy and the challenges of technological innovation that are opening up for the sector.
  
  
• Closing event: on 22 July 2025, a meeting to explore the future of the industry.
  
  
• M9 Corner - 20th Century Museum of Mestre: an area dedicated to eyewear from the 1900s will be established as part of IdentItalia, an exhibit on the calendar at the M9 Museum of Mestre from September 2025 to February 2026.

Thanks to its strategic location and concurrence with the opening months of the Biennale di Architettura [Architecture Biennale] 2025, in addition to eyewear industry professionals, The Lens of Time aims to attract a varied audience of design connoisseurs and international tourists.
Situated in the heart of Venice, Palazzo Flangini is a unique setting that heightens the prestige of the event and calls attention to a product that is far more than a mere accessory: a symbol of human ingenuity and Italian know-how.
With The Lens of Time, Italian eyewear narrates its extraordinary journey between tradition and the avantgarde, inviting the public to discover how an object of daily use can embody stories of innovation, art and beauty.
Participants in the press conference, moderated by Radio 24 journalist Marialuisa Pezzali, were Adolfo Urso, Minister of Enterprises and Made in Italy, Lorraine Berton, President of ANFAO and MIDO, Nicola Belli, Vice-President of ANFAO responsible for production, innovation and Made in Italy, Giovanni Dell’Olivo, Managing Director of Fondazione di Venezia, and Daniela Zambelli, Director of the Museo dell’Occhiale [Eyewear Museum].

For information regarding the show and events, a dedicated page will soon be available on the ANFAO website www.anfao.it/en

Palazzo Flangini - Cannaregio 252, 30121 Venezia VE
7 May – 22 July 2025

MIDO AWARDS 2025:
EXCELLENCE, INNOVATION AND SUSTAINABILITY HONORED AT FASHION SQUARE

Milano, 8 February 2025 – The first day of MIDO 2025 also included the eagerly awaited MIDO Awards presentation ceremony celebrating, once again ,excellence and innovation in the eyewear industry. An iconic moment, it focused the spotlight on the most visionary and sustainable eyewear businesses, reaffirming the show’s commitment to promoting creativity, technology and environmental responsibility.

The tenth edition of the Best Store Award honored the best optical centers in the world: Zien & Horen Frits van den Bosch of Thomas Van Den Bosch (Wommelgem, Belgium) won the Design category award for creativity in the interior decor and many customer-focused services, like a cafe and a space designed for children. Ottica Padrin of Fabrizio Padrin (Vicenza, Italy) was awarded the Innovation category prize for implementing cutting-edge technologies, a focus on personalized customer care and its commitment to social and environmental sustainability.

The second award, Stand Up For Green, was assigned to the most sustainable stand at the show. This year, the prize went to SilhouetteInternational (Austria) for skillfully combining design and sustainability by prioritizing efficient use of resources and waste reduction. Emphasis was on achieving various sustainability certifications. In addition, special mention went to CSO Costruzione Strumenti Oftalmici, winner of the 2024 Stand Up For Green Award, for its ongoing social and environmental commitments and activities that benefit local communities.

Winners in the six CSE - Certified Sustainable Eyewear Award categories, recognition that assesses sustainability in the eyewear industry at an international level, are:

• CSE Award for Cases, Rest of the World: Nike (Marchon, Italy) for its commitment to generating positive results for stakeholders and for its promotion of social sustainability programs;
• CSE Award Cases, Europe: Mokki Click (Mokki, Norway) for setting an excellent example in implementing the principles of circularity and for the use of 100% recycled materials;
• CSE Award Frames, Rest of the World: Hibang (Duolog Design, Taiwan) for the use of a single recycled material and its innovative system of disassembling components for easy replacement;
• CSE Award Frames, Europe: Rolf (Rolf.produktions, Austria) for its innovative production process based on 3D-printing with a biogenic material and the extreme simplicity of disassembling frames for replacing parts or recycling at the end of their life-cycle;
• CSE Award Sunglasses, Rest of the World: Karl Lagerfield (Marchon, Italy)for research into sustainable materials in manufacturing the product, complemented by functional design;
• CSE Award Sunglasses, Europe: Boss (Safilo, Italy) for the use of recycled materials in all eyewear components and for many activities of social responsibility carried out over the years.

Finally, among the innovations for this edition, presentation of the winner of the Sergio Cereda Design Award that recognizes emerging talent in eyewear design: the jury selected Tea Rocco (LABA, Italy), honoring her ability to combine bold innovation and timeless elegance. Not only is her design an aesthetic accomplishment but it also narrates a story of passion, precision and courage, values inherent to the legacy of Sergio Cereda in the world of eyewear.
Her essay was also especially moving, adeptly translating Cereda’s vision into words: fashion is not only form and materials, but a language of the soul, a means of expressing identity and creativity. With enormous pride, Tea Rocco receives the inaugural award and a check for $10,000 dollars in support of her professional growth and to fuel a future as bright as her talent.
Starting in 2026, the Sergio Cereda Design Award will become international, opening up applications to emerging designers from around the globe. The award will consist of $10,000 to the first prize winner, $5,000 to second prize and $2,500 to third prize. The award ceremony will take place during MIDO 2026.
MIDO AWARDS: recognition of excellence in eyewear

With the MIDO Awards, the show proves it is not only a showcase of business and innovation, but also a stage upon which to highlight companies that are redefining the future of eyewear through creativity, sustainability and state-of-the-art technology.

Milano, 9 February 2025 – The 53rd edition of MIDO opened yesterday with many visitors from around the globe, with pre-registered numbers up about 15% over last year and more than 1,200 exhibitors, 150 of them new entries, spread across 7 pavilions and 8 exhibit areas. An additional 1,000m2 of exhibit space (compared to the last edition) were needed to accommodate everyone. The show that opened is an edition that is already a business hub, a key opportunity for industry professionals who are here to talk shop, network, close business deals, gain continuing education and be the first to see the latest trends in global eyewear.

MIDO is a not-to-be-missed appointment for eyewear businesses that enthusiastically attend this international showcase to add value to their production in terms of frames, machinery, lenses, accessories and furnishings for optical shops, and more. Thanks to the indispensable assistance of ITA (Italian Trade Agency), staunch supporter of the show for years, MIDO 2025 welcomes 180 hosted buyers from 55 countries. As proof of the top-ranked status of the event for the fair system, Senator Adolfo Urso, Minister of Enterprises and Made in Italy, was on hand since early morning and participated in the inaugural ceremony along with Managing Director of ITA Lorenzo Galanti, and President of MIDO and ANFAO Lorraine Berton.

“MIDO is a vital event for our industry, the only one that includes the entire eyewear supply chain. Only here at Fieramilano are we able to welcome so many exhibitors and visitors from every corner of the world. This is why MIDO is a fundamental showcase, especially for Made in Italy eyewear  – an industry that keeps evolving and taking on new challenges. “With foreign markets being a key audience for Italian eyewear, our industry needs to keep up with changing consumer trends. That means communicating even more effectively about the long-term value of Italian products – quality, innovation, and sustainability – which we are proud to represent,” commented President Lorraine Berton.

According to Minister of Enterprises and Made in Italy, Senator Adolfo Urso, “With their brilliant inventions, the Italians were the first to transform spectacles from a medical device into a fashion accessory, up to and including products of such high technological content they function as a cell phone, a PC and a watch. An awe-inspiring tech revolution that will allow the Italian businesses on this path to once again be at the forefront, marking another milestone of Made in Italy excellence that is the identity, style, culture, design history, art and, even more, innovation.”
The Lens of Time, an exclusive exhibit showcasing the history and evolution of Italian eyewear, was officially announced at the morning press conference. Focused on the history and future of Italian eyewear, it will be held at Palazzo Flangini, iconic headquarters of the Fondazione di Venezia overlooking the Grand Canal, from May 7 to July 22 in Venice.
On hand for the first day were many guests and celebrities from the worlds of entertainment, sports and lifestyle, including former soccer Pallone d’Oro Luis Figo, Olympic swimming champion Nicolò Martinenghi, race car drivers Andreas Mikkelsen and Kimi Antonelli. Many more are expected in the next two days.

MIDO TRENDS 2025 – Alessandra Albarello

Eyewear is much more than a simple accessory: it embodies our personality and visually narrates who we are or who we would like to be. Now, more than ever, eyewear collections are focused on the quest for truth and authenticity, favoring authentic colors and a faithful representation of the wearer. The way eyewear is worn is evolving and designs explore a meditative vision, blending tradition and innovation to create a universal language.

Inspirations and influences: nature, art and culture

Eyewear design reflects a journey that taps into nature, with organic shapes inspired by forests, deserts and oceans, and by art, music and architecture. Unique elements, like flowing water or wind waves on sand, become the starting points for creations capable of evincing emotions and dreams. Lines are sensual and dynamic, narrating an intimate, sophisticated experience.

Iconic shapes and new geometries

The archives 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. There are often styles that have variable geometries – from oval to round, square to rectangular, and even octagonal. Materials are worked with skill, care and respect, profiles softened and corners rounded or honed, or deliberately left rimless. Minimalism is the point: there’s a general leaning toward reduced thicknesses with very thin frames or no frame at all, that almost disappear on the face.

Sustainability and artisan craftsmanship

The commitment to sustainability extends throughout the entire manufacturing supply chain. Materials like bio-acetates, recycled polypropylene, carbon fiber and plastic waste recovered from the oceans are increasingly popular. Imperfection, distinctive in nature, becomes an aesthetic value, a symbol of authenticity. Artisan craftsmanship, working in synergy with technological innovation, yields one-of-a-kind eyewear, telling stories of tradition and cutting-edge innovation.

Colors: between classicism and experimentation

Warm colors of nature – havana, black, amber and Mocha Mousse (Pantone color of the year 2025) – dominate the collections, complemented by vibrant colors like red, blue and green. Opaline effects, mother-of-pearl and special treatments deliver unique, fanciful colors, accentuating the interaction between materials and design.

Accessories and luxury details

Eyewear accessories are becoming increasingly popular as distinctive, functional elements. Multi-material chains, versatile cases and magnetic clip-ons fulfill the need for practicality, without sacrificing elegance. 24K gold and premium materials, like leather and felt, elevate the wearer’s experience.

Materials and innovation

Eyewear companies honor the objectives of the UN 2030 Agenda with innovative and recycled materials: bio-acetates, castor oil resins and certified polycarbonates. Technology and traditional craftsmanship work hand-in-hand to create long-lasting eyewear with replaceable and repairable parts, extending product lifecycle. Among the more exclusive details are gold plating and inserts in precious stones, transforming eyewear into authentic jewelry.

Inspirations/Themes - “Time, mistake, space” Gino De Dominicis, 1969

Common Thread (Time)

Time is an invisible thread that joins past, present and future, reinterpreting iconic shapes like the panto (composed of a circle in the lower part joined to an oval in the upper part), aviator (or “pilot”, a slightly trapezoidal or teardrop shape, with the upper part broader than the lower part) and the cat-eye (elongated and angular, reminiscent of a cat’s eyes) with bold details, innovative materials and unique finishes. This connection celebrates cultural and artisanal roots, projecting them into a contemporary vision without nostalgia. Red represents passion, courage and continuity, unexpected and seductive, thanks to an aesthetic that combines emotion and design.

Rebels (Mistake)

Imperfection becomes an expression of creative freedom and inclusivity. Breaking rules and stereotypes, the mistake is transformed into a distinctive element. Punk and subculture inspirations, symbols like piercing and studs intermingle with minimalist lines and unexpected details to create an aesthetic that celebrates uniqueness and the power of bold personalities.  

Solar Wind (Space)

Solar wind, symbol of dynamic, unpredictable energy, inspires designs that mold materials and colors in innovative ways. Sculpted shapes and fluid textures combine with fragmented colors, polished and matte finishes, creating objects that express lightness and solidity in perfect balance.

MIDO 2025 validates the centrality of eyewear as a symbol of personality and style, exploring topics of sustainability, innovation and inclusion. An accessory that reinterprets the past, tells the present, and envisions the future.