The Italian Trade Commission takes notable pride in touting the MIDO Milano Eyewear Show as the international eyewear show of the world. And why not? With the exhibit’s characteristically exuberant and international pastiche of 1,200 exhibitors strewn throughout seven pavilions visited by more than 55,000 attendees, MIDO can sometimes feel less like an industry-only trade show and more like a celebratory party where everyone is dressed great and accessorized with the finest eyewear.
The MIDO Milano Eyewear Show showfloor is a spectacle everywhere you look.
Running parallel with Milan Fashion Week, MIDO has become the optical extension of Italy’s fashion industry; players from around the globe ranging from multi-brand luxury giants to established fashionable mainstream staples all the way down to boutique avant-garde designers add to the party-like atmosphere, while more serious trend and trade reports keep retailers, resellers, and manufacturers informed.
A historical timeline of the Superfuture catalog.
Marble played very prominent as a trend at this year’s MIDO, alongside geometrics and architecturally-inspired forms. 3D printing and customization is on the cusp of playing a more prominent role in the industry.
The MIDO Lab Academy was a dedicated section spotlighting the newest and brightest designs from around the globe.
With a year under our belt we found 2017’s show less daunting, recalling the likely locations of haute designs from both the largest fashion eyewear houses to the newest entrants vying for attention at this year’s 47th annual show. After scouring three of the primary fashion-oriented halls dedicated to all things eyewear, we marked MIDO’s most memorable offerings, representing the sophisticatedly subtle to the outlandishly inventive:
Sol Sol Ito from Zurich, Switzerland stood out with their neon twin steel exchangeable arm system (and two of the most welcoming and friendliest exhibitors).
The Bespoke collection from You Mawo of Germany allows for custom fit specs for faces of all shapes and sizes in 30 seconds using 3D scanning technology and an iPad app. Notoriously big headed individuals like myself appreciate this level of customization for optimized fit.
A selection of inlaid golden lenses, by way of Yuichi Toyama.
Futurism looks sharp, from Korea’s Irresistor.
The Stealer FOG with rimless bridge design.
Barcelona-based lool Eyewear engineered a series of unbelievably lightweight frames evoking retro-futuristic wireframe architecture.
Edna Mode or I.M. Pei worthy eyeglasses with a layer of post-industrial flair – opticals by VAVA, made with aluminum hinges and Mazzucchelli bioPlastic cellulose acetate frames.
Pawaka’s tableau of sunglasses designed by Fabrani Fa’ Empel of Indonesia keeps things in focus with Carl Zeiss optics and sharp geometrics – one of our MIDO Lab Academy favorites.
Bijouets caught our eye during our last round at MIDO with their snap-on 3D printed accessories laser printed with sintered and hand finished polyamide components.
Three trends embodied in a single pair of sunglasses: marbled geometrics by SO.YA, the brainchild of designer Matteo Pontello. Their latest collection finds inspiration in the art of Jackson Pollock, the city of Berlin, and architecture.
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