Held for the 54th time in Milan from January 31 to February 2, Mido 2026 once again confirmed its position as the most important international meeting point for the eyewear industry.

Despite taking place under the shadow of global factors such as economic uncertainty, geopolitical developments and the Winter Olympics, Mido 2026 further reinforced its position as the most important international meeting point of the optical industry. Spread across eight exhibition areas in seven halls at Fiera Milano Rho, the event hosted approximately 42,000 visitors and a total of 1,200 exhibiting companies, including 930 international participants. European countries—particularly Germany, France and Spain-were strongly represented, while growing participation from Africa, the Middle East and Asia highlighted the importance of emerging markets for the sector’s future. Visitor attendance from North America remained stable despite economic pressures, while the limited decline in Italy’s domestic attendance reflected general economic conditions. In addition, more than 16,000 company staff were present on-site throughout the fair.

Business, culture and vision together
Mido 2026 stood out not only as a commercial marketplace but also through its cultural and educational dimensions. While providing a strong trading platform for global professionals, it also emphasized the growing importance of marketing and storytelling within the sector. Brand identity and visibility strategies enabled companies to maintain connections with their target audiences beyond the show, turning the event into a year-round reference point.

Innovation and emerging trends
Collections highlighted lightweight construction technologies, performance-oriented designs and sustainable materials. The use of artificial intelligence expanded in areas such as design, personalization and visual comfort, positioning eyewear as a powerful extension of personal identity. Classic shapes were reinterpreted with contemporary aesthetics, while bio-acetates, recycled materials and bold color palettes drew attention.

Vision Stage and intellectual exchange
Sessions organized within the Vision Stage addressed not only the optical sector but also economics, sustainability and consumer behavior. International speakers offered diverse perspectives, transforming the fair into a platform that strengthened knowledge sharing and intellectual exchange. The Milano-Cortina 2026 Winter Olympics also provided an important context, emphasizing the relationship between performance, design and culture.

Mido Awards meet the winners
At the Mido Awards 2026, the sustainability-focused CSE Corporate Award was presented to Safilo Group. In the product categories, Silhouette International, Marchon Italia and Llexan Italia received awards; in retail, AndréOpticas Chiado was recognized for best store design and Optocentro for innovation. The Sergio Cereda Design Award went to Giada Tosana for the àero_46°N 12°E project.

Towards Mido 2027 | Eyewearland
Following the 2026 edition, Mido 2027 was announced with the “Welcome to Eyewearland” campaign. Through a symbolic universe that brings together design, technology, fashion and sustainability, the campaign highlights the relationship between vision and creativity and aims to shape the event’s future communication language. Scheduled to take place on February 6-8, 2027 at Fiera Milano Rho, the next edition of Mido will continue its role as a global platform where the optical industry reconnects, inspires one another and collectively shapes the future.

February 2026

Hoffmann Natural Eyewear has joined forces with Parisian designer Thierry Lasry, known for his bold and sculptural design language. Each frame in the capsule collection is crafted from genuine natural horn, a material that Hoffmann has refined into a signature over decades of meticulous workmanship. Within the capsule, Thierry Lasry’s clean, sharp and uncompromisingly modern aesthetic transforms natural horn into both a canvas and a sculptural object. The capsule collaboration consists of four optical frames and two premium sunglasses. Thierry Lasry commented on the project: ““Horn eyewear is one of the most iconic objects in the history of optics: a precious, enduring piece that transcends time like a true work of art. Combining my designs with Hoffmann’s unmatched expertise is about offering a vision of absolute elegance and luxury.” Wolfgang Thelen added: “Thierry Lasry embodies a distinctive vision of modernity and artistic expression in the world of eyewear. His designs are bold, avant-garde, and timeless – true design statements. The combination of his creative signature and Hoffmann’s decades of craftsmanship and excellence opens up a dimension that combines authentic style and exclusivity at the highest level.”

February 2026

With their new image campaign, Rolf makes a clear statement in favor of authenticity. At a time when visual perfection is increasingly simulated, the Austrian eyewear brand deliberately chooses reality over artificial construction. No AI-generated imagery, no digital shortcuts: just real people, real places, and real effort.The campaign was created under conditions that cannot be staged or replicated. Shot outdoors in the Tyrolean Alps, the images emerged in freezing temperatures and strong winds, with large backdrops assembled on location by hand. The dramatic landscapes collide with unexpected visual elements, creating scenes that feel almost unreal, yet every moment is entirely genuine. While innovation and advanced technology remain essential to Rolf’s product development, this campaign shifts the focus back to the human element. It highlights dedication, craftsmanship, and resilience: qualities that can’t be generated or optimized by algorithms. What we see are individuals with character and conviction, shaped by their environment rather than smoothed by software. In doing so, Rolf reinforces its philosophy: progress with purpose. Technology where it adds value, and human presence where it remains irreplaceable.

February 2026

Carrera Eyewear announces the signing of a sponsorship agreement with the historic Sci Club 18, an amateur sports association founded in 1930 and a point of reference for the world of skiing and the Cortina community. This collaboration is born from the meeting of two companies united by an authentic vision of sport: passion, character, and identity. Together, Carrera Eyewear and SC18 bring a new chapter of style, sport, and authenticity on and off the track. As of 2026, celebrating its 70 years in design and performance and backed by a strong legacy of innovation, Carrera embraces the spirit of SC18, which since 1930 has represented not only the skiing but also a true outdoor culture defined by identity, belonging, and a deep passion for the mountains. Via the new partnership, Carrera products will be the protagonists of the club’s activities, supporting athletes and members and narrating, through shared images and initiatives, the link between sport and lifestyle. The Carrera collections will also accompany SC18 in dedicated events. The collaboration includes joint communication activities, dedicated content, and occasions of visibility during key events of the season, with the aim of enhancing the bond between the brand, the local area, and the community. For Carrera, this partnership represents a further step in the journey that unites heritage and innovation, strengthening its commitment to the outdoor world and to sport experienced in an authentic way.

February 2026

L’Amy America has announced a long-term strategic partnership with Grosfilley, a French eyewear manufacturer with more than 60 years of experience in high-end product development and luxury brand management. This partnership represents a significant milestone for both organizations and extends beyond a traditional licensing or distribution agreement to form a collaborative, long-term commitment that focuses on shared growth, brand development and global expansion, the two companies said in an announcement. The agreement establishes L’Amy America as the North American distribution partner for Grosfilley eyewear brands, including Lancel and Charriol, while also creating reciprocal opportunities for L’Amy’s brands and collaboration within the French and European markets, L’Amy said. Under the agreement, L’Amy America will leverage its sales organization, distribution infrastructure and understanding of the North American optical market to support the growth of Grosilley’s luxury brand. At the same time, the collaboration creates a framework for select L’Amy brands and capabilities to access new opportunities in France, the announcement noted. President and Ceo of L’Amy America Stephen Rappoport said: “Partnering with Grosfilley is a strategic step forward for L’Amy America. This agreement allows us to expand our North American luxury portfolio with iconic European brands while also opening the door to reciprocal opportunities in France and beyond.”

February 2026

Oliver Peoples has announced the addition of an optical frame and a sunglass inspired by legendary Hollywood actor, race car driver, and philanthropist Paul Newman to its exclusive Estate collection. The brand presents the Paul Newman optical frame and the Paul Newman sunglass as symbols of the sophistication that defined Newman, who earned millions of admirers not only for his performances but also for his timeless style, charisma, and striking blue eyes. Following iconic names such as Gregory Peck and Cary Grant, Oliver Peoples carefully honours the legacy of Paul Newman. Through frames that reflect his relaxed yet effortlessly cool attitude and his quiet but powerful confidence with timeless lines, the actor, who passed away in 2008, continues to influence modern fashion. Choosing the teardrop lens shape closely associated with Paul Newman, Oliver Peoples manufactures the Paul Newman eyewear in Japan. The bold acetate designs stand out with distinctive details and a strong colour palette. The models feature metal temple tips engraved with PLN, the initials of Paul Leonard Newman, custom engraved core wires inspired by details from his racing helmet, and the deep blue hero shade Newman Blue, which holds a prominent place within the colour palette.

February 2026

Face à Face has expanded its 3.0 collection for the new season, bringing together sharp lines, bold volumes, and curves that collide with angles. With this collection, the brand aims not only to redefine form but also to explore the expressive power of eyewear. The Spring/Summer 2026 3.0 models make a striking impression with a strong and colorful presence, interpreting femininity beyond soft silhouettes with a sharp, confident, and uncompromising aesthetic. The design language of the 3.0 series transforms the tension between volume and line into a deliberate composition. The interplay of curves and angles creates dynamic silhouettes, while glossy surfaces and clean lines give the designs an architectural character. New models such as Minds and Etto take this bold approach even further. Sculptural and geometric frames combined with unexpected color combinations deliver a powerful visual impact. The palette, ranging from futuristic greens to ultraviolet tones and burnt oranges, gives the designs an energetic and contemporary identity. In particular, the Minds 1 model stands out with its multi-faceted structure, inspired by the concept of “a hexagon turning within a hexagon.” This design catches light from different angles, adding a sense of movement and creating a three-dimensional depth effect.

February 2026

Press Eyewear introduces its new Carved Collection for Spring Summer 2026, crafted from the finest quality titanium and meticulously handmade in Japan. Comprising both optical frames and sunglasses, the Carved series draws inspiration from America’s most authentic musical legacy, jazz, and the iconic figures who shaped its history. Reflecting the distinctive design language of the New York based eyewear brand, the Carved Collection stands out through its uncompromising commitment to quality, technical mastery, and refined engineering. The new series embodies a confident aesthetic through bold construction, striking material combinations, and carefully curated color palettes that command attention without excess. The first four models in the collection are named after legendary jazz figures Miles, Diz, Trane, and Chet. Offered in both sun and optical versions, each style is available in five colorways, capturing the expressive energy and improvisational spirit associated with jazz itself. Every frame is crafted from 4 mm block titanium and enhanced with recessed acetate rims that create depth and visual dimension. Thanks to the superior quality of the materials, the frames are exceptionally lightweight and remarkably comfortable for everyday wear. Their three dimensional structure is inspired by the organic beauty of natural horn, both in aesthetic richness and in the bold, unmistakable presence they convey.

February 2026

Kering Eyewear, reported 2025 full-year revenue growth of 1 percent compared with the same period in 2024. During the group’s earnings call, the company said overall revenue from the Kering Eyewear and corporate segment amounted to €1.6 billion, up 3 percent on a comparable basis for 2025. In the fourth quarter of 2025, Kering Eyewear sales totaled €319 million, down 2 percent as reported but up 3 percent on a comparable basis, according to an announcement from the company. Investments in Maui Jim’s development in new markets contributed to the full-year growth, the company said. Kering Eyewear’s recurring operating income amounted to €252 million in 2025, with a 15.8 percent recurring operating margin. Overall, the Kering Group reported full-year revenue of €14.7 billion down 13 percent as reported and 10 percent on a comparable basis, with Q4 revenue down 9 percent as reported and 3 percent on a comparable basis. The company reported a full-year net loss from continuing operations of €29 million, a decline from the €1.025 billion profit reported in 2024.

February 2026