MIDO Eyewear Exhibition in Milan

Milan hosted the next annual MIDO Eyewear exhibition, where large manufacturers and small designer brands of sunglasses, optical frames and lenses showcase their new collections for the coming season. In 2018, the main trends were large frames with large square or round lenses, all sorts of variations on the theme of “aviator” glasses, as well as narrow frames with triangular lenses elongated to the outer edge.

In addition to the classic frames, models for sports were offered (from cycling and running to swimming and skiing) and children’s glasses, protected from accidental falls by special designs of temples. Small brands from France, Italy, Spain, Germany, Japan, Russia and other countries showed their collections in a special design space. Among the hits in the space of these indie brands were frames made from methacrylate, wood and even natural horn.

Although MIDO Eyewear is an exhibition of frames and sunglasses, the client’s “fan service” and beautiful models have not been canceled. At several stands, guests were greeted by almost completely naked young women – of course, wearing dark glasses.

One of the leading trends of the next season is massive plastic horn frames with round lenses and wide temples decorated with rhinestones, artificial pearls and gold-like metal.

Frames narrow, like the eyes of an oriental beauty, will be extremely popular in this and future seasons. The young Italian brand KYme (from the Greek kyma – “wave”) offers models in methacrylate frames, as well as a minimalistic metallic version.

The renowned German designer Philip Plein covers everything he can reach with rhinestones, including sunglasses and ski masks. The designer’s stand at MIDO was adorned with his signature giant black skull – also in rhinestones, of course.

Sunglasses are not only a practical thing, but also a catchy accessory. The Laura Ashley brand showed purely decorative models that were not intended for everyday wear: they resembled theatrical props or evening jewelry.

The guys from Siberia founded the brand of natural wood frames Brevno (with the specifying signature Siberian Wood) and chose it as a symbol, of course, of the Russian brown bear. The frames are deliberately rough – some with cracks, some with opal: this, according to the designers’ idea, emphasizes the uniqueness of the handmade work.

One of the most famous brands at the MIDO exhibition – German Mykita – makes frames not only under its own brand, but also for famous fashion houses and designers, for example, Maison Margiela and Damir Doma.

Competition for half-naked girls in terms of fan service can only be made by expensive supercars. Minimalistic glasses by Porsche Design were “supported” by a white Porsche convertible, and a queue of people wishing to take pictures with this supercar lined up at the Lamborghini stand nearby.

Large watch manufacturers produce frames for well-known watch and jewelry brands. For example, Italia Idependent made canned glasses with tweed decor in the style of racers from the 1930s and 1950s for the Swiss brand Hublot. She also works with adidas Originals and Juventus Football Club.

Lightweight and comfortable aviator glasses with large lenses in thin metal frames first appeared in the 1930s, returned to the peak of popularity in the 1980s, and since then, in fact, have not gone out of fashion. The collection, released by major manufacturer Marchon for the denim brand G-Star, features unisex models suitable for both men and women.

A peculiar mixture of two popular women’s silhouettes – half-mask glasses and cat-eye glasses – butterfly glasses with colored (blue, green, pink) glasses were popular in the 2000s and are returning to the fashion arena again.

A source: news.ru

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