Mido 2026: Eyewear Industry Targets Recovery and New Markets Amid Challenges

The global eyewear industry stands at a pivotal moment as it prepares for Mido 2026, balancing signs of recovery against persistent economic challenges. With 1,200 exhibitors from 160 countries confirmed for the upcoming event, including 140 new companies, the sector demonstrates resilience and forward momentum. According to ANFAO president Lorraine Berton in an exclusive interview with FashionNetwork.com, the industry is navigating a complex landscape marked by tariff impacts and shifting market dynamics while preparing for what many hope will be a significant rebound in 2026.

Mido 2026: A Revitalized Trade Show Experience

The upcoming Mido edition, scheduled for January 31 to February 2, 2026, represents more than just a date change for the industry. Berton acknowledges that moving the event forward presented logistical challenges, but exhibitor commitment remains strong with 1,200 confirmed participants. The fair will introduce significant innovations while maintaining its signature style and elegance. A completely redesigned central piazza and 20 standout events in The Vision Stage area will provide fresh engagement opportunities for attendees. Additionally, the exhibition "The Lens of Time," which launched in Venice, will feature at the fair through a striking installation designed specifically for the event.

Economic Outlook and Market Challenges

The eyewear industry has faced a challenging year, with global exports down 3% in the first nine months of 2025. The United States market has been particularly difficult, experiencing a 20% decline in the first half of the year, though this improved to a 15% decrease in the most recent quarter. According to Berton, the shock of U.S. tariffs has now been absorbed by the industry, but the sector will close 2025 in negative territory. Recovery is now expected in 2026, driven by stabilization in existing markets and expansion into new territories. European markets have held up relatively well, while South America shows promising growth potential.

International Expansion Strategies

ANFAO is actively pursuing internationalization initiatives to drive industry recovery. Brazil has emerged as a priority market for future expansion, with plans for a dedicated mission to the country in the coming year. The potential EU-Mercosur agreement could significantly improve market access by eliminating current tariffs of 14-18% that substantially increase consumer prices. Berton notes that eyewear leaving Italy at €50 can reach €100 in Brazil due to these trade barriers. The organization also aims to return to Vision Expo East in New York by 2028, though for now remains committed to the Orlando location. This represents an ambitious project requiring significant investment but reflects the industry's commitment to strengthening its presence in key international markets.

The Italian Eyewear District: Strength Through Unity

The resilience of the Italian eyewear industry stems from the collaborative strength of its manufacturing districts. While the Belluno district remains the epicenter, the broader ecosystem includes provinces of Milan, Varese, Reggio Emilia, and central Italy. Berton emphasizes the importance of unity between major players like Marcolin, Thélios, Safilo, and Luxottica and smaller companies. This collaborative approach, characterized by respect between large and small enterprises, creates a resilient foundation that carries Made in Italy excellence globally. ANFAO has specifically committed to investing in small businesses, recognizing that without their vitality, the larger industry loses its distinctive identity and innovative capacity.

Future Initiatives and Institutional Engagement

Beyond trade shows and market expansion, ANFAO is engaged in critical institutional work to protect industry interests. The organization is participating in two industry roundtables: one focused on protecting Made in Italy and another at the ministry level addressing protection and counterfeiting issues. These initiatives require collaboration with the broader fashion and accessories industry, presenting challenges in balancing different sector needs and perspectives on intellectual property protection. Additionally, the DaTe fair will continue its traveling format with a stop in Naples at the Teatro Salone Margherita in September 2026, further promoting Italian eyewear excellence throughout the country.

Conclusion: Navigating Toward Recovery

The eyewear industry approaches 2026 with cautious optimism, having absorbed the initial shocks of economic challenges while positioning itself for recovery. Mido 2026 will serve as a crucial platform for showcasing innovation and reinforcing industry connections. Strategic focus on markets like Brazil, potential return to New York, and continued investment in the Italian manufacturing ecosystem provide multiple pathways for growth. While challenges remain, particularly regarding international trade barriers and counterfeit protection, the industry's collaborative approach and commitment to quality position it well for the coming year. As Berton notes, the greatest satisfaction comes from having a team that works in synergy both inside and outside the association, a strength that will be essential as the industry continues its recovery journey.