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.