It’s hard to pinpoint exactly when I first heard about MIDO, but the realisation that thousands of people appreciated eyewear the way I did was fascinating. I set my sights on attending for the first time in February 2020 but the universe had other plans. It is only now, five years later, that I finally experienced MIDO and it was all I expected it would be.

MIDO is an international eyewear fair held annually in Milan, Italy. It provides a place for those in all facets of the eyewear industry to meet, mingle and market themselves. My motivations for attending such a well-known and respected show was simple; network and see what’s possible.

Prior commitments meant that my attendance at MIDO 2025 was going to be brief. I landed in Milan at 09:00 and was scheduled to leave at 21:00 giving me twelve hours to navigate the vast eyewear landscape. This should have been overwhelming, but I was comforted by the friendly atmosphere and surrounded by people who shared my passion. I started in one of the large exhibition halls looking at the many pieces of equipment and the manufacturers who made them. I was able to catch a demonstration by Small Batch Tools showing how their frame-making equipment worked.

Before long I began to explore the many eyewear brands. I discovered new brands such as Gobi Amsterdam, an Amsterdam based brand redefining what it means to offer premium quality at a fair price; Vinylize, who hand-make frames from old vinyl records and Okkul; a Budapest-based brand born from the enthusiasm for bold, outstanding eyewear. I also got to meet those responsible for brands I was familiar with, many of which I have enjoyed for some time; Alfred Kerbs, Aure Herourd and MONC - to name a few. The difference between communicating via email and at a show dedicated to a shared passion was palpable. It felt great to see the faces behind the brands, build a rapport and, of course, try on frames (view my MIDO content here).

“My motivations for attending such a well-known and respected show was simple; network and see what’s possible. ”

This review would be incomplete if I didn’t also highlight some of the fun touches seen at MIDO. There was a grooming room, a cotton candy station, a virtual reality station and a an amazing display in the main hall. There was also a bar, music and a vision stage where talks were held.

I enjoyed my time at MIDO and hope to attend again next year. This time, however, I might have to stay for the full three days and see just how much of the show I can experience. I left this year feeling inspired, ready to bring my ideas to life and to continue on this journey as an eyewear content creator.

For more of my content, you can visit my Instagram page and view some of my projects here.