My weekend at Mido

Erin at Mido 2025 in Milan

For dispensing opticians (DOs), attending European optical trade shows offer several key benefits. These include access to unique eyewear collections – including those at the forefront of sustainability – and the chance to network and make new contacts.

Italian eyewear show Mido, held this year from 8-10 February in Milan, is the perfect platform to discover independent brands and exclusive collections that might not be available in the UK – yet. This is especially valuable for businesses that want to offer something special and differentiate themselves from competitors.

As many European designers are at the forefront of eco-conscious eyewear production, using recycled materials, sustainable production methods, and bespoke, made-to-order designs, the show provides the chance to discover all that’s new in the sector. This enables UK practices to consider introducing more sustainability into their offerings, responding to increasing demand for eco-friendly products.

Trade shows are also brilliant for networking – providing the chance to meet directly with designers and suppliers, fostering unique relationships that you wouldn’t necessarily get to make with any of the larger mainstream brands. You can hear first-hand the personal stories and design inspirations behind the brands, which you can then share with your patients to make their experience even more special and unique.

So, what did I discover during my weekend at Mido 2025…

Big lens innovation

A standout innovation in the lens sector came from Rodenstock with its BIG Exact Sensitive lenses. With BIG standing for Biometric Intelligent Glasses, these lenses are powered by the company’s DNEye Scanner technology and offer an incredibly precise, personalised approach to lens dispensing.

By using thousands of data points to map the exact biometric parameters of a patient’s eye, along with their individual visual sensitivity, Rodenstock can create lenses tailored to the unique shape and size of each individual eye. This is said to result in lenses that provide sharper, more accurate vision from any angle – a potential game-changer for DOs looking to offer more individualised, high-performance lenses to their patients.

Geometric and sculpted styles featured heavily

Eyewear fashion trends

Mido is the perfect place to discover the latest fashion trends in eyewear and new innovations in materials. In terms of general eyewear fashion, I noticed three main trends: architectural designs, gentle gradient acetates, and lightweight metals.

Geometric and sculptural frame designs featured heavily throughout the show. These included frames with bevels and intricate detailing, and a combination of raw and polished finishes, adding volume and dimension for an architectural look. These styles are ideal for those who want a more sculpted and interesting style.

Subtle gradient effects in translucent acetate were another hot trend. These frames often transition from darker to lighter shades, mimicking natural facial features like eyebrows, and they could be a popular choice for those seeking softer, flattering eyewear designs.

Fine, lightweight and detailed metals in both pops of colour or classic neutrals provided a minimalist yet sophisticated look. These frames offer both comfort and style, making them ideal for the UK market, where practical yet fashionable eyewear is always in demand.

Frame material innovations

There were many interesting innovations in eyewear materials to discover – from 3D printed polyamide frames to eyewear created using the milk protein casein.

Italian brand Feb31st has brought sustainability to the forefront with its handcrafted eyewear made from FSC-approved wood. The frames are created by layering 13 pieces of wood, and can be personalised with custom colours, artwork, or even text.

Trying different looks and analysing materials

With a strong focus on sustainability, Feb 31st frames are made to order and off-cuts are repurposed for heating the factory or producing samples of the colour options available. Such developments in eco-friendly eyewear can really resonate with those seeking more sustainable choices.

Brands like Impressio and YouMawo showcased eyewear crafted from polyamide through 3D printing. Polyamide is incredibly lightweight, durable and resistant to impact, heat and chemicals. The material’s flexibility in design and colour makes it an excellent choice for creating both the futuristic styles you see from Impressio, as well as the more simplistic and sleek designs by YouMawo.

Pushing boundaries in eyewear innovations

Vinylize Eyewear, based in Budapest, continues to push boundaries by creating frames from repurposed vinyl records. Its latest innovation includes using recycled bicycle brake cables for the temples, which can be cut and shortened to suit, and add a touch of creative sustainability. With a focus on recycling and reusing, the company has repurposed 40 tons of vinyl since it originated in 2004.

Shelter Manufacture, a French brand, uses Galalith – a synthetic plastic material manufactured by the interaction of casein and formaldehyde. Known for its flexibility and ease of dyeing, Galalith allows for a unique blend of sustainability and style. The material’s resemblance to acetate makes it a strong alternative for those seeking eco-friendly eyewear options.

Clever hinge advances

A particularly interesting development in hinge design comes from Baars Eyewear, which has introduced the first patented magnetic hinge. This super strong magnetic hinge enables temples to be interchanged, but also provides durability and longevity due to being less prone to wear and tear compared with traditional hinges.

Meeting British eyewear designer, Linda Farrow

Tavat’s Motus eyewear collection features a double gear hinge. This clever design uses a cog-work mechanism to provide both strength and durability. It’s engineered to withstand wear and tear whilst maintaining smooth functionality over time. This makes it an appealing choice for those who value well-engineered, high-performance eyewear.

These hinge innovations not only improve the longevity of the eyewear, but introduce a unique, mechanical aesthetic.

Trade show insights

Attending European trade shows like Mido offers DOs a unique experience that’s different from UK-based events such as 100% Optical. The sheer scale of the events is impressive, with vast exhibition halls filled with hundreds of brands. For a business owner, this can feel overwhelming, but the key is preparation. Having a clear plan of action for which brands, suppliers and trends to focus on will help maximise your experience.

For those passionate about independent eyewear and looking for exclusive collections (like myself), Mido is a must-visit. I can assure you, you’ll feel like a kid in a sweetshop. It’s the place to discover designers who prioritise craftsmanship, sustainability and creativity.

While the UK market tends to be more reserved in terms of eyewear fashion, European shows often feature bolder, more avant-garde designs that push boundaries. Attending shows like these offers an opportunity to bring cutting-edge eyewear back to the UK, and encourage your patients to embrace more fashion-forward eyewear trends.

And if tech is more your thing, you’ll find a wealth of product advancements in all sectors – from lenses to equipment to contact lens technology to suit every practice requirement.

You’ll see it all at Mido – and I for one aim to be there again next year.

Erin McNee FBDO is co-owner, dispensing optician and eyewear stylist at Occhiali Bespoke Eyewear Boutique in Cupar, Scotland.