Feb. 6, 2025 — Mido is set to kick off Feb. 8-10 at Fiera Milano Rho. The 53rd edition of the international eyewear trade show will feature more than 1,200 exhibitors from more than 50 countries and welcome visitors from 160 nations, including buyers, opticians, entrepreneurs, and industry professionals.
Mido showcases the global eyewear industry, highlighting manufacturing, design, and technological advancements. In Italy alone, the sector is valued at more than €5 billion and employs approximately 19,000 workers. The exhibition provides a platform for business and industry discussions at a global level.
“Mido is just around the corner, and this will be my first edition in the role of president,” says Mido president Lorraine Berton. “Over the years, I have experienced Mido as an entrepreneur, and what always amazed me is its ability to transform and elevate itself, adapting to the times and often anticipating market trends. With this edition, we were passionate about carrying forward this concept of ongoing evolution and improvement, constantly responding to the needs and requirements of the many, many professionals around the world who work in this industry. In historic and economic times of great uncertainty, as we are presently experiencing, it is our duty and a necessity to demonstrate to the world the industrial strength and economic power of a healthy, thriving manufacturing sector like eyewear.”
The 2025 edition has expanded by 1,000 square meters compared to last year, covering seven pavilions and eight exhibit areas. It will host major fashion brands, independent designers, lens manufacturers, machinery suppliers, and key players from the Asian market.
This year introduces several changes, including a redesigned Pavilion 6, featuring a central piazza inspired by Italian villages. The Academy and Start-up areas have expanded, adding 13 and nine new exhibitors, respectively. Pavilions 2 and 4, home to the Design area, have been restructured to accommodate more exhibitors and larger stands. Pavilion 4 will also feature an installation dedicated to DaTE, a contemporary eyewear event scheduled for Sept. 13-15 in Riccione.
Pavilion 1’s Fashion Square has been redesigned for greater accessibility and will host the Mido Awards ceremony on Feb. 8. The awards will recognize excellence in optical retail, sustainability, and eyewear design, including the new Sergio Cereda Design Award for emerging Italian designers.
Mido will also host educational events, panel discussions, and conferences at The Vision Stage in Pavilion 1. Topics include industry trends, color in eyewear, market research, and the integration of optical and medical fields. Italian and international experts will participate, including Adolfo Urso, Italy’s Minister of Enterprises and Made in Italy, who will introduce The Lens of Time exhibit, exploring the link between innovation and tradition in eyewear.
Sunday’s schedule includes discussions on inclusion in eyewear, consumer trends for 2026, and the role of proper vision in sports. Market research findings from GFK for Mido will be presented, along with discussions on collaboration between opticians and ophthalmologists. On Monday, sessions will focus on sustainability and emerging industry trends.
Alongside the in-person event, Mido offers digital tools for exhibitors and visitors, including a dedicated app, an updated website with exclusive content, and social media updates.
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