When the doors opened at Fiera Milano Rho at the end of January, Milan was already operating on two timelines. Inside the halls, the eyewear industry was setting its priorities for the year ahead. Outside, the city was adjusting to the approach of the Milano Cortina 2026 Winter Olympics. The overlap surfaced in side conversations, in scheduling choices, and in the way brands framed what mattered now rather than what looked impressive. MIDO reached its 54th edition without changing its role. With more than 1,200 exhibitors from around 50 countries and visitors from over 160 nations, it continued to function as the industry’s annual checkpoint, the place where ideas are tested before they move into production.
Every Angle of the Eyewear Universe, Under One Roof
Walking through the seven pavilions made clear why MIDO remains structurally different from other trade shows. Raw materials, machinery, lenses, accessories, and finished frames sit within the same system, allowing designers, technicians, and buyers to cross paths without formal boundaries. The redesigned Fashion Square in Hall 1 acted as a shared meeting space rather than a stage, drawing established brands and younger labels into the same flow. The Design Area, re established in Halls 2 and 4, reflected a similar approach, with emerging studios presented without separation or emphasis. Away from the stands, The Vision Stage focused on supply chains, sustainability, and leadership as operational realities. The conversations were practical, rooted in decisions that affect how eyewear is made, distributed, and maintained over time.
Sergio Cereda Eyewear Design Award brought forward student projects built around movement and balance, many of them closer to equipment in spirit and construction. As the visit continued, attention naturally returned to the present and to the independent labels that consistently drew interest across the halls. Seeing names such as Eyepetizer, Ross & Brown, MYKITA, and VAKAY in one place clarified the reasoning behind COY’s selection. Among many others, these are brands we are proud to carry. Their work shows a level of quality and vision that remains consistent from concept to execution, and at MIDO 2026 their presence was a no-brainer.
“Independent brands remain the beating heart of eyewear. Even under pressure, they are the ones still pushing materials, form, and intent forward.”
