Merve Optik, one of Turkey’s leading optical companies, took its place to introduce its new collections and innovative products that will shape the sector at Mido, one of the most prestigious optical fairs in the world, held between 8-10 February 2025 at the Fiera Milano fair center in Milan, Italy. In addition to Osse, Mustang and Hawk brands; Merve Optik, which is the distributor of world famous brands such as Tom Ford, BMW, Christian Louboutin, Adidas, Gant, Timberland, MaxMara, Max.Co, Ermenegildo Zegna and Guess in Turkey and exports to more than 50 countries, was appreciated by offering high standards in terms of aesthetics and functionality to the fair visitors. Merve Optik’s innovative products met with a wide range of visitors throughout the fair. Mido fair is not only an opportunity for Merve Optik to showcase its new designs, but also an important platform for establishing new collaborations in the global market. Merve Optik aims to increase its trade volume and reach a wider customer base internationally by continuing to communicate directly with distributors, retailers and industry professionals through the fair. In addition, by closely following the latest trends and technological developments at Mido, the company increases its competitiveness in both local and international markets and keeps customer satisfaction at the highest level. Aiming to lead the global optical industry with its new generation production approach, Merve Optik offers alternatives that appeal to different styles with its original designs and wide product range. Merve Optik’s participation as an exhibitor at Mido once again reveals its innovative approach in the sector and its efforts to increase its effectiveness in the global market. Known for its  nearly 40 years of experience in the optical sector, Merve Optik offers eyewear solutions that appeal to the comfort and needs of users by prioritizing high quality materials and ergonomic designs in the collections of its brands. The collections exhibited at the fair are designed to appeal to a wide range of customers by combining both classic lines and contemporary design approach.

February 2025

Lacoste presents New Icon, the unisex sunglasses inspired by the first fashion show organized by the brand’s Creative Director Pelagia Kolotouros on the legendary center court of Roland-Garros. Launched in the Spring/Summer 2025 advertising campaign, the model pays tribute to Lacoste’s founder and its unique heritage. The model reinterprets the brand’s signature elements and combines them with a bold and fashion-forward spirit. Crafted from premium acetate, these unisex sunglasses L6056S feature a striking, oversized modified rectangular front. Its thick, transparent temples feature two of Lacoste’s signature elements – the elongated logo and the iconic crocodile emblem – in the form of side-by-side metal pieces to emphasize the uniqueness of the frame. A special metal inner wire, decorated with a striped pattern, sits inside the temples. Presented in the Spring/Summer 2025 advertising campaign in light green and light peach, the model is also available in five transparent colorways, including light grey, light brown and light yellow.

February 2025

Calvin Klein Jeans Eyewear presents its eyeglasses and sunglasses collection for Spring/Summer 2025, featuring sophisticated shapes, sleek silhouettes and modern design details. CKJ25200S, the sleek cat-eye shaped sunglasses in the new collection, are made of lightweight metal and the thin, flexible temples with injection plastic tips are colored with enamel paint. The line running across the lenses in a matching color to the temples reinforces the model’s distinctive design on the temples, which are finished with the Calvin Klein monogram logo. Available in matte light gold, matte black, gold and matte rose gold. The rectangular-framed optical model CKJ25615 is made of premium acetate. The new laminated colored acetate temple design perfectly matches the color of the frame, while the metal Calvin Klein monogram logo on the temples completes the look. The model is available in black, grey, dark Havana, khaki and blue.

February 2025

Calvin Klein Eyewear presents its new sunglasses and optical styles with the Spring/Summer 2025 campaign featuring supermodel Vittoria Ceretti. Updating classic designs with modern details in the new frame collection, Calvin Klein brings together remarkable, minimal and timeless eyewear. In the new collection, the CK25502S sunglasses model made of Acetate Renew material stands out with its cat eye form.  The metal plate placed on the temples extends towards the front and bears the laser-engraved Calvin Klein logo. The model has Havana, black, Opaline beige and Opaline rose color options. Made of Acetate Renew material, the optical style CK25514 stands out with its modern and timeless rectangular design. The new temple design features a metal plate with a laser-engraved Calvin Klein logo that extends from the temples to the front. The optical model is available in dark Havana, black, khaki and blue.

February 2025

Synonymous with lifestyle, elegance and superior craftsmanship, the Ferrari collection takes the brand’s aesthetic line beyond Formula 1, emphasizing urban and metropolitan life with large volumes and curvaceous shapes made of fine, high-quality materials. Reflecting the aesthetic rules of the fashion and lifestyle collections, the frames are unified with the eyewear that complete the look with the defining elements and the creativity of the fashion show. The Prancing Horse, a symbol of passion, success and self-expression, is prominently displayed on each model, adding a strong value to the design. The collection is designed to appeal to people with an interest in fashion and luxury, who prefer Ferrari products not only for their style elements but also for the quality of their craftsmanship.  This season, the new collection focuses particularly on the themes of Dimensional Metal, Frosted Acetate and Embroidered Leather. One of the season’s novelties is the burgundy lenses, exclusive to Ferrari and designed specifically for Ferrari sunglasses to enhance the color contrast. Combining technology, durability and fashion-forward style, the burgundy lenses, with their signature red color palette, represent Ferrari’s passion for combining innovation and heritage.

February 2025

World-renowned singer, songwriter, actress and performance artist Miley Cyrus continues to be the brand face of Dolce&Gabbana in this season. Cyrus is accompanied by American actor and model Matthew Nozka. In the unique campaign photographed by Mert Alaş, the two stars introduce the new Dolce&Gabbana sunglasses in a perfect atmosphere. The modern shaped DG4479 women’s sunglasses are inspired by one of the brand’s most iconic models. The thick frame that catches the eye at the front is balanced by the wide temples. The temples are embellished with the collection’s signature feature: a metal plate with the Dolce&Gabbana Milano logo, the brand’s Dna. The inside of the temples is enriched with five articulated hinges and a metal plate with the intertwined DG Logo. The color palette includes different interpretations of lace. In aviator form, the acetate DG4482 men’s sunglasses feature a metal detail on the front. The wide temples of the model are decorated with the iconic plaque with the Dolce&Gabbana Milano logo. The classic color palette is enriched with brushed and striped acetates, contrasted or embellished with tonal metal details. The collection also includes models with polarized and Transitions™ lenses.

February 2025

Prioritizing quality and design in the optical world, Kuvars Group continues to shape eyewear fashion with the innovative approach, colors, and materials of its brands Movitra, Face a Face, Projekt Produkt, and Eque.M. The Italian brand Movitra combines functionality with aesthetics in its unisex designs, featuring a unique rotating mechanism that offers both style and extra protection against scratches. Representing timeless elegance, the French brand Face a Face remains a favorite in the optical eyewear world with its iconic color palette and distinctive design details. Projekt Produkt blends minimalist lines with soft pastel tones, bringing a fresh perspective to modern simplicity. Meanwhile, Eque.M stands out with its durable yet lightweight titanium frames, seamlessly merging quality and sophistication. Each of these brands creates a unique design language, transforming optical glasses from a mere necessity into a strong expression of personal style. With collections that balance functionality and aesthetics, Kuvars Group continues to turn a new page in eyewear fashion.

February 2025

Hoya has produced Miyosmart lenses that slow the rate of myopia progression in children by 60%. Miyosmart T is specifically designed to slow myopia progression in a safe, easy, non-invasive and effective way. In an uncorrected myopic eye, light rays are focused in front of the central part of the retina, mid-periphery and behind the periphery. Miyosmart lenses with D.I.M.S. technology focus light rays in front of the retina, creating a myopic defocus while correcting the myopic refractive error over the entire lens surface. The Miyosmart lens is based on the revolutionary Defocus Incorporated Multiple Segments (D.I.M.S.). This technology was developed in collaboration with the Hong Kong Polytechnic University in 2014. Miyosmart with D.I.M.S. technology corrects visual impairment over its entire surface to slow the rate of myopia progression. For the children who are the guarantee of our future, Hoya is calling on all parents to fight against myopia in children by introducing Miyosmart, the smart way to combat myopia, to the Turkish market.

February 2025

Hoya’s new Hi-Vision Meiryo coating offers low reflectivity and strong protection against scratches, smudges, UV rays and glare. It keeps your lenses clearer for longer. Offering superior clarity, scratch resistance and 100% UV protection, Hi-Vision Meiryo is Hoya’s most durable and long-lasting coating yet. Whether you’re traveling or cooking at home, Hi-Vision Meiryo protects your vision in any situation. Promising strong protection against glare, Hoya Hi-Vision Meiryo provides superior clarity. So whatever the unexpected, you can handle it with clear vision. Meiryo is derived from the Japanese word for ‘Clarity’, both a reference to Hoya’s Japanese origins and a testament to the coating’s superior technological qualities.

February 2025

The vibrant colors in the Mooshu collection offer a modern and stylish look, giving users the freedom to express themselves. Mooshu’s innovative approach combines functionality and aesthetics. Closely following the trends of the year, Mooshu aims to win the hearts of fashionistas with this collection. The collection offers a wide range of options from classic styles to bold and creative designs. Made from meticulously selected materials, the eyewear guarantees durability and comfort. Thanks to the frames adorned with exquisite details, wearers get a unique look that reflects their personal style. The harmony of colors and designs in Mooshu glasses allows users to create an eye-catching style. The models offer a perfect choice for those who like to make a difference in daily life and special moments. Mooshu, which has become a favorite of young people and young spirits, goes beyond being just an eyewear brand and aims to offer an aesthetic experience to users. Each frame in the collection is a reflection of the attention to detail and innovative design approach. Original Mooshu designs become the symbol of a quality lifestyle.

February 2025