Mido 2026, held from January 31 to February 2, 2026, was a special one for me. After several years of only being able to attend two days due to conflicts with my daughter’s birthday but, not this year, this year I can fully immerse myself in the event. The scale of the show is immense; even with three full days, it’s impossible to see everything, and I often find myself wishing for more time to explore all that it has to offer at this global eyewear trade show in Milan.
Mido never fails to impress me with its scale and organisation. Even after many years, they continually introduce fresh elements to the event, which I think is really great. They certainly set the standard for other shows worldwide in the international eyewear industry.
Each year, I have the privilege of attending the Made in Italy press and buyers preview, held just a day before the show’s official opening. I love this experience, as it feels like an exclusive boutique event. Every brand present brings an interesting narrative to share, and naturally, they all represent the essence of Italian craftsmanship in designer eyewear.
What were the key highlights for MGAM at the 2026 show? Which moment truly stood out, and which brands made a significant impact? Let’s break it down day by day.
Made in Italy Press and Buyers Private Event
The standout moment from this experience was undoubtedly the chance to connect with the brands prior to the show. It felt like a private gathering, offering a relaxed atmosphere and ample opportunity to engage with the brands, delving into their stories. What I love most about eyewear is understanding the motivations behind the brand’s creation and the narratives behind their designs and concepts. I find these stories fascinating and I love sharing them with my readers who follow eyewear trends and independent eyewear brands.
Another standout moment was participating in a panel discussion alongside other press representatives from across the globe, alongside Mido President Lorraine Berton. Each of us came prepared with a question for the President, and mine was, “What should we absolutely not miss at this year’s Mido?” Lorraine responded, “The team has implemented several new features and a fresh layout; as you stroll through the halls, you’ll feel as though you’re in an entirely different city.”
Among the brands showcased, Giuliani and NOS got my attention. Giuliani distinguished itself with its striking shapes that are undeniably eye-catching. Their collection features exquisite acetate in a vibrant array of colours and various finishes to cater to diverse tastes in acetate eyewear.
Giuliani at Mido 2026
NOS takes a refreshing approach by embracing neutral and classic colors, complemented by intricate details like the expertly crafted curved pattern. This sophisticated execution elevates the overall design, demonstrating that an incredible frame doesn’t require flashy elements; sometimes, it’s the subtle touches that truly make a difference in optical frames.
NOS Eyewear at Mido 2026
Mido Day 1
The world’s largest optical exhibition opened its doors at 9 AM, and we arrived by 9:30 AM. Thanks to Mido and the Italian trade agency, our transportation was arranged, and I am so grateful for their excellent hospitality; it really makes it stress-free. Day 1 of Mido is always busy, leaving little time to explore the exhibits in depth. The day kicked off with an opening ceremony, followed by the openning of “The Lens of Time” exhibition in Hall 6 and the prestigious Sergio Cereda Awards, which invite students from around the globe to showcase their eye design talents. One of my favourite aspects of Mido are the insightful talks at the Vision Stage, covering a variety of relevant topics in the optical sector and eye health. The first session I attended on Day 1 was a trend presentation, which I always find incredibly valuable not only for understanding the immediate trends but also for gaining insight into developments projecting all the way to 2027 in eyewear fashion.
Although my time on Day 1 for exploring eyewear was limited, Agbassio got my attention. This premium brand utilises exquisite metals and boasts remarkable craftsmanship. I was so excited to see them and to experience them firsthand after seeing their press release and images. You know what, trying them on in person exceeded my expectations. They did not disappoint in any way in the world of luxury eyewear.
Agbassio at Mido 2026
I hope all who attended Mido took the opportunity to explore The Lens of Time exhibition. I spent over an hour in this remarkable space, immersing myself in the fascinating history of eyewear, the evolution of design across different decades, and the overall evolution of eyewear styles. It really was a space for inspiration and I really geeked out on all the historical frames on display, from vintage shapes to modern sunglasses and optical design.
The Lens of Time at Mido 2026
Mido Day 2
Day 2 kicked off with the prestigious Mido Awards Ceremony, celebrating outstanding achievements in various categories, including Best Store Design and Eco-Friendly Frames. Following the ceremony, I went to explore the eyewear section straight away, and two standout brands from the day were from Zen. The eye-catching colour combinations of their acetate frames are beautifully curated and thoughtfully designed. Each frame features strong, bold shapes that are packed full of personality and character; it is a great example of confident statement eyewear.
ZEN at Mido 2026
My second standout brand was a Korean brand called DesignShower. This brand embraces joy with its vibrant colours and unconventional designs. However, they also offer a selection of more commercial styles that were fantastic; they excelled at creating comfortable eyewear that felt lightweight even though they may not look it. The frame shapes were thoughtfully designed, striking an ideal balance between playfulness and sophistication without going overboard, exactly the kind of Korean eyewear design I love seeing at a major optical trade show.
Design Shower At Mido 2026
Mido Day 3
The final day of Mido is always a whirlwind, as it’s the moment to cram in every last opportunity. Despite having a full 8 hours per day at the show, time flies by so quickly that I often question myself whether I’ve used it wisely. On this last day, I dedicated my time exclusively to exploring frames and finally ventured into the start-up area. A section I always passed by but never had the chance to fully explore and it did not disappoint! Once again, the start-up area has expanded, featuring even more brands to discover in the world of independent eyewear
Among the standout brands in the start-up sector are Nile Eyewear, Guaba, and Marjo Design Lab. Nile Eyewear, an Egyptian brand making its debut at Mido, showcases exquisitely crafted designs that merge high-fashion aesthetics with timeless staples that never go out of style in designer sunglasses and optical frames.
Nile Eyewear at Mido 2026
Guaba is a Portuguese brand founded by a passionate eyewear enthusiast. Launched just two years ago, this marks their first ever appearance at Mido, unveiling their first-ever collection to the world. I was truly impressed by the cohesive nature of the collection, which showcases a strong brand identity. The designs feature bold, exaggerated shapes that remain practical for everyday wear. If you have a love for vibrant colours and oversized sunglasses, then this is the brand you won’t want to miss for bold oversized sunglasses.
Guaba at Mido 2026
Finally, allow me to introduce Marjo Design Lab from Greece. The founder is one of the kindest individuals I’ve ever met; we chatted for what felt like hours, and his energy is simply contagious. The collection offers a wide range of options, from acetate and metal for both optical and sunglasses. I was particularly in love with a pair of stunning brushed gold double-bridge metal sunglasses featuring reactive purple-tinted lenses. FYI, all their sun lenses are reactive to UV light, and you can select the lens colour that best complements any frame they offer. This amount of choices can certainly make decision-making a challenge. Beyond that, the designs effortlessly blend trendy shapes with timeless styles, all at a price point that doesn’t break the bank. If you happen to visit Greece, be sure to stop by and experience their offerings. And if you meet the owner, I guarantee you’ll be charmed by his personality and passion as well.
Marjo Design Lab at Mido 2026
Conclusion
Mido 2026 reminded me (again) why this event is such a must for anyone who lives and breathes the eyewear industry. Even with three full days, I left feeling like there was still more to discover, more halls to wander, more stories to hear, and more frames to try on. From the Made in Italy preview to the buzz of the show floor and the creativity in the start-up area, it was the perfect mix of inspiration and pure eyewear joy. An absolute eyewear heaven!
What I’m taking home most is that sense of momentum: bold design, beautiful craftsmanship, and brands that know exactly who they are, whether that’s through striking shapes, thoughtful details, or colour that makes you smile. If you’re an independent optician, a buyer, or simply someone who loves keeping up with eyewear trends, I hope these MGAM highlights give you a few names to watch and a little taste of what made Mido 2026 so special for me.
On a side note, I would like to express my thanks to the Mido team and the Italian Trade Agency for looking after me throughout my trip and making my trip so stress-free from start to finish. It is always a privilege to be invited and something I never take for granted. I hope to be invited back for Mido 2027.