Kenzo eyewear
Kenzo eyewear
 

13 Mar. 2013

Optimism smiles at Mido

Mido, the international Italian eyewear fair that took place in Milan Rho Pero fair pole has registered a +3% increase of visitors (+3), 60% of which were foreigners coming from about 40 countries, and in terms of exhibitors (+3%) when compared with the 2012 edition.
 
While waiting for the 2014 edition, the show's organization has announced that within the Milan Design Week, between 11th and 14th April, about 15 design-minded exhibitors of Mido will participate “Out of Mido”, a special edition of the show hosted inside Nhow Hotel, in via Tortona, where the pulsating heart and most creative initiatives of Milan Design Week take place.
 
The Mido edition has shown a clear attention for design, innovation and research in new materials and technology development. Some of the must-have shapes for 2013 are the “cat-eye” shaped frames, oval and rounded lens models, as well as an emphasis on the use of innovative materials.
 
Knock on wood
Wood is a must in the universe of glasses. Tonino Lamborghini reinvented its men’s and newborn selection of eyewear for women by mixing wood and acetate in the same frame. Lozza presented a new wooden model designed by pop singer Mika. W-Eye has just launched its newest patented development through which seven sheets of wood, and two sheets of aluminium are combined to create strong, yet elastic and lightweight eyewear models (a pair can weigh between 10 and 14 grams). These models can also be personalised by laser-etching one's one name inside them. The newborn Jet Set group opted for innovative models in acetate and wood with silicon wings.
 
A friendly view on nature
Epos launched a new wood-effect material that looks and feels like wood, but is in fact made from hand-brushed acetate. Berlin-based Mykita eyewear specialist presented an enlarged collection of glasses made with recyclable polyester fibres that can be poured and melted into frames that are later hand-worked and soaked with colour. The result is flexible, lightweight and soft touch frames. The company also presented its new collaboration with designer Damir Doma, characterised by a restyled rounded frames.
 
Debuts on show
Among newborn eyewear collections there was Alessi Eyes presented for the first time by the renowned design object company their new eyewear collection with ultra-fine sides with a magnetic system at the tips. Replay, newly re-launched under Allison's umbrella, have been redesigned and now employ processed steel appearing as if aged denim.
 
Sporty attitude
Sport and style are another must many companies are focusing on. Moncler launched its new Moncler Lunettes eyewear collection and Carrera, owned by Luxottica group, presented its renovated image and collection of glasses inspired by the 1990s. Vuarnet, historical skiing eyewear line, was recently re-launched with unisex models made with nylon frames and mineral glass lenses.
 
Fashion minded
Safilo presented a Gucci new “diamond” texture reworked for glitter effect frames with bamboo details and the “Intrecciato” motif for Bottega Veneta recreating leather details similar to the brand's precious bags intertwined technique. Luxottica's Prada opted for graphic flower effects in black and white.
 
Celebrating views
Police, Italian brand of the De Rigo group, celebrated its 30th anniversary with a huge party, and the “Look Beyond” photo book shot by Giovanni Gastel. Also part of the celebration was the revamp of their historical “Pilot” model and the launch of a new total look men’s' apparel collection to be sold from F/W 2013/2014. Lacoste, also getting ready for its 80th anniversary, offered a luxury edition of models such as the aviator model with double bridge from 1986.
 
Maria Hunstig

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