Issue #79March 1sh 2017

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2017 is African Style Year

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Marchon signs up with LongchampThe launch is scheduled for the F/W 2017 season

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Appointment for February 24-26 2018

MIDO: on an up trend in 2017 too

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| Issue #79 | March 1sh 2017

Il nuovo percorso di Briko

Everyone was especially happy and enthusiastic about the 47th session of the eyewear industry’s leading exhibition, which closed in Milan yesterday with more than 55 thousand entries of visiting trade people from around the world, crowding the pavilions of a MIDO that was bigger and had organized an even busier calendar of events. This is a 5.5% increase over the previous year, for which attendance figures had scored an all-time record.

The importance that MIDO holds for the “Italian system” was confirmed by the visit of the Undersecretary for Economic Development Ivan Scalfarotto who, in addition to the pavilions, visited the much-photographed The Glasses Hype exhibition on the history of eyewear seen through communication and marketing.“Business, social events, trends, innovation, technology, testing and investigation were the buzzwords at MIDO 2017 – commented MIDO President Cirillo Marcolin – making it a not-to-be-missed appointment for all the trade and an invaluable moment to network and gain new insights into the profession and industry trends. The vitality of the industry could also be perceived in the stands, where the comments were positive from among the more than 1,200 exhibitors present”.

The buzz about the exhibition on the social media was also excellent: during the three-day event 20 thousand posts were hashtagged #MIDO2017 and #Livethewonder, and several international fashion and eyewear influencers have shared their opinions and comments about the show with their millions of followers.

“In addition to the many visitors from other countries - said Giovanni Vitaloni, Vice President of MIDO - this year there were a good deal of visits by Italian trade people throughout the weekend, which peaked on Sunday. In the mid-afternoon especially, the aisles were particularly crowded, coinciding with the arrival of the free trains from the four cities serviced. We are already working on the next exhibition, on new projects, topics to develop and what to focus on. So see you in 2018!”.

MIDO: on an up trend in 2017 tooAppointment for February 24 -26 2018

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| Issue #79 | March 1sh 2017

Aimed at reinforcing and speeding up its internationalization process, eyewear brand dp69 will be opening another center of operations in Miami during March. Having its own offices in such a strategic territory was considered necessary in order to guarantee the greater effectiveness of all marketing actions oriented toward the acquisition and management of a vast market in North, Central and South America. Created about four years ago by partners Daniele Padovani and Michele Lazzaro, the brand is distributed throughout Italy and in various foreign markets. This business decision was fostered by signs of increased openness to Made in Italy products by the American marke.

In march 2013 Modo launched the programm “Buy a frame – give a frame”, where for every frame sold, one was donated to eye care organizations. To continue its commitment to giving back, the company introduces a new program: “Buy a frame – help a child see”. It works to provide the early intervention necessary for children to look clearly toward a brighter future. Together with the California-based Seva Foundation, the brand provides school vision screenings with ophthalmic nurses, optometrist exams at partner hospitals, and, when needed, free prescription glasses and free corrective treatments and surgeries. Modo is fully sponsoring the project, which also educates teachers and families regarding conditions, treatments, and the importance of wearing glasses.

Buy a frame – help a child seee

dp69 betting on Miami

Longchamp and Marchon Eyewear have announced the signing of a global license agreement for the development, manufacture and distribution of Longchamp Eyewear collections under the guidance of Longchamp’s artistic director, Sophie Delafontaine. The launch of the new women’s line complete with sun and optical models is scheduled for the F/W 2017 season.The aim of the partnership is the expansion of brand presence to include a key fashion accessories segment. The collections will be available, worldwide, at Longchamp boutiques, select optical centers, on multi-brand fashion channels and at travel retail outlets. Nicola Zotta, Marchon Eyewear president and CEO, said this about the agreement: “Longchamp is a very important new entry in Marchon’s brand portfolio and will contribute to our expansion.”

Marchon signs up with Longchamp

Ducati chooses Mondottica

Mondottica International has signed a new global eyewear licence with Italian premium motorcycle brand Ducati. Founded

in Bologna in 1926, Ducati represents a unique balance of tradition and innovation, perfectly harmonising an unparalleled motorsport pedigree and technological innovation with Italian artisanal craftsmanship and design.According to Mondottica founder and CEO Michael Jardine, "No motorcycle brand has the inspired history of racing and performance that Ducati has, and we are excited to be associated with them. We will use the brand to redefine men's eyewear for years to come."The licence, which runs through to the end of 2022, is for full optical and sun products for the brand’s three collections: Ducati, Ducati Corse and Ducati Scrambler.

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| Issue #79 | March 1sh 2017

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After launching its first sun collection, Philippe V introduced the very first "X Series" optical collection. It has a revolutionary design approach with flagship titanium frames and, in an environment dominated by artificial light and time mostly spent on mobile and computer screens, the "X Series" will be a welcome addition to "office only" computer glasses. Designed to be naturally cool and comfortable, and fitted with E Sun (Essilor® Sun SolutionsTM) and computer lenses, people will want to wear them whenever they’re in front of a screen or in the sun. The "X Series" will hit retailers in spring 2017.

Riccardo Bellini CEO MargielaBrian Blake President & Operations Director Tom FordBarbara Bonalumi Retail Director MaloLouis Ferla CEO Vacheron ConstantinTim Webb UK & Ireland Sales Agent Alyson Magee, Brando

At MIDO, neubau eyewear, the young made in Austria eyewear brand launched in 2016, paid homage to the creativity and spirit of the Millennials generation in “30 shades of urban attitude”, a photography project by Mjriam Bon, former model turned photographer. Visitors were able to take an exclusive look at the teaser for an exhibition that describes in thirty photographs how as many personalities in the world of art, fashion, design and urban culture became the ambassadors of a clean, bold and creative lifestyle with neubau eyewear frames. A photographic experiment that conveys thoughts and expressions through the lenses of the eyewear and the camera.

Adding coolness to titanium

The power of customization

Look The Concept Factory, an all-Italian company that has been operating on the market since 1978, introduced the Look Add line during MIDO. The project is the outcome of sharing different experiences: those of graphic designer Kamiel Koudijs from Holland, and Mark Osinga, eyewear expert and enthusiast. The meeting with Look The Concept Factory was the last step in the creation of this collection of interchangeable eyeglasses.Look Add was developed around customization: starting from five basic shapes, you can create over seventy aesthetic solutions simply by changing the front.

30 shades of urban attitude

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The Nineties are the protagonists of Gap’s reissue

Design, fashion & lifestyle

Editorial Director: Francesco Gili MIDO Srl Unipersonale · Via Petitti, 16 - 20149 Milano (Italy) · Phone +39 02 32673673 · P. Iva IT 07164050150

Cod. Fiscale e n. Iscr. Ufficio Imprese di Milano 07164050150 · Cap. soc. 120.000,00 i.v. R.e.a. 1710133 Company subject to the direction and the coordination of Anfao - Associazione Nazionale Fabbricanti Articoli Ottici

WMIDO is published in cooperation with Publicomm srl · Piazzetta Brera 24/2 - 20121 Milano (Italy) · P. Iva 02030290999

email: redazione@wmido.com

American apparel brand Gap has launched a limited edition collection where the

iconic looks of the Nineties have been revisited. The timeless bodysuit, reverse fit, easy fit denim, pleated khakis and pocket tees are already available online and in select stores, worldwide.Also collaborating on the launch of the reissue was director Kevin Calero: the meeting led to “Generation Gap”, a film that pays homage to the iconic Gap campaigns of the ‘90s. The cast is composed of emerging talents, the sons and daughters of the stars of the campaigns of that decade, in addition to a special cameo with Naomi Campbell. Stay tuned, the '90s are back!

| Issue #79 | March 1sh 2017

From food to design, from furnishings to the stars’ look: in 2017 African style will dominate the choices of chefs, stylists and trendsetters.The unmistakable colors of the savanna, the lines inspired by the art and craftsmanship of Kenyan tribes, the flavor of the spices and the power of a culture that is as old as it is fascinating; everything points to a shift towards Africa. The spread is due not only to the attractiveness of the Dark Continent, but also to growing socio-economic development brought about by an increase in tourism. Apparel and jewelry typically inspired by ethnic lines, food trends oriented toward ethnic flavors, furnishing accessories with tribal prints and animal-print motifs: the watchword for 2017 is Afro Chic.

Femininity, Ermanno Scervino style

When a hotel is a work of art and design

NYX is the innovative generation of hotels where exclusive design and innovative art concepts are the absolute protagonists. There is a new hotel in Milan that looks like a gallery dedicated to street art and the most cutting-edge design. It is curated by Israeli artist Iris Barak, who decided to devote each floor of the hotel to a different artist. Thirteen Italian graffiti artists were involved in its creation, including Urbansolid, Orion, Moneyless and EAD Crew artists. On display in every hotel in the NYX chain are different viewpoints of the local art scene, a theme linking the hotel, urban life and neighborhood streets.

2017 is African Style Year

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Beauty and allure are the protagonists of the pre-fall 2017 collection by Ermanno Scervino. Typically masculine textures like Prince of Wales and hound’s tooth checks are lighter, renewed and transformed into feminine skirts, pants, jackets or day dresses. Bon ton taste animates overcoats in boiled wool; bombers are less voluminous and proposed as refined quilted jackets in degradé silk; couturier workmanship is also proposed for knitwear, enhanced by geometrical graphics and bright colors.For the evening, femininity is accentuated by dresses and jumpsuits in silk macramé or by the sensual transparency of embroidered lace. The exquisite outfits by Ermanno Scervino remind us that women are the essence of beauty.