Milan, the eyewear capital with Mido. From February 8 to 10, Milan became the global eyewear capital, hosting the industry’s most important trade event at the Fieramilano Rho-Pero exhibition center. The event brought together 1,200 exhibitors from 50 countries and 42,000 visitors from 160 nations, marking a +9% increase compared to the previous year. A must-attend event for optical professionals, industry companies, and international media, Mido showcased the latest innovations in lenses, frames, machinery, and contact lenses. The ZedComm team participated throughout the three-day event, guiding national and international trade press through their clients’ booths. The agenda was packed with meetings and in-depth discussions, focusing on the synergy between communication and innovation. Adding to the event’s dynamism was a select group of influencers, including fashion and beauty bloggers and gamers, with a combined following of over one million on TikTok and several hundred thousand on Instagram. Their booth visits helped amplify the storytelling around new products, reaching a younger, trend-conscious audience. The Milan eyewear fair reaffirmed itself as an unmissable event for industry professionals, journalists, and optical experts, solidifying its role as an international hub for business and communication. The growing importance of both trade and consumer communication in the optical and eyewear sector highlights the need for integrated strategies to enhance brand positioning and showcase innovation. The next edition of Mido Milan will take place in 2026 from January 31 to February 2 with dates moved forward to avoid overlapping with events related to Winter Olympics Milan Cortina 2026. A must-save date for everyone in the eyewear industry!