From independent start-up brands to giants of the optical industry, Andrew McCarthy-McClean heads to Milan to explore the largest European trade show

Attendees at Mido 2024

Mido sprawls across seven halls for three days at Rho Fiera Milano, making it the optical industry’s most vast and varied exhibition. Among the notable eyewear trends were matt black finishes that stood out among shiny acetate models and smaller side hoods that created a subtle fashion statement.

Sustainability is a rising tide among exhibitors but to varying depth, which creates options for stockists who are ready to jump in and those who just want to dip their toes.

The 2024 show saw the big companies provide on-stand experiences with basketball hoops, fast cars and giveaways, while old favourites were reinvigorated, new brands were launched and independents continued to innovate. Optician rounds up the eyewear launches from the show floor.

Register now to continue reading

Thank you for visiting Optician Online. Register now to access up to 10 news and opinion articles a month.


Already have an account? Sign in here