The relationship between Italy and the eyewear industry is profoundly reflected in the intertwining of history and culture, making it an important participant and leader in the sector. When it comes to MIDO, it is a well-known and highly anticipated annual event in the industry. This year at MIDO, Lorraine Berton, President of ANFAO (Italian Optical Manufacturers Association) and MIDO, accepted our interview, discussing how the eyewear industry is navigating the current landscape of opportunities and challenges, and how to grasp the pulse of the times to achieve innovation and breakthroughs. Let us delve into this exciting industry dialogue together.
V.MAGAZINE: We know that ANFAO, along with other associations, signed an agreement to support Italian fashion companies in their international expansion, enhance the value of Made in Italy, and strengthen efforts against counterfeiting. What specific initiatives or programs do you intend to implement to achieve this goal in the eyewear sector?
Lorraine: Yes, as ANFAO, we have signed a memorandum of understanding with the Ministry of Foreign Affairs and International Cooperation aimed at supporting Italian companies in the fashion sector in their path of internationalization, enhancing the value of Made in Italy and strengthening the fight against counterfeiting, which are cornerstones of our Association’s strategy. This is an important result that confirms the strength and relevance of the sector at global level and recognises the value and excellence of our companies.
In the coming months, a thematic exhibition dedicated to fashion, jewellery, and the eyewear sector will be launched: the ‘Days of Italian Fashion in the World’ to promote a widespread and continuous visibility of Made in Italy in some key international markets.
V.MAGAZINE: The 2026 Winter Olympics will be a great international showcase for Italy and the eyewear industry. How do you view this opportunity? Could you share any special activities?
Lorraine: Next year an extraordinary event awaits us: the Milano-Cortina Olympics. Thanks to the Games, we will have a unique and unrepeatable opportunity to highlight the excellence of Italian eyewear, shining the spotlight on a region, Veneto and the Belluno area, which boasts a world-class production district, which has Cortina as its spearhead. The Olympics mean investment, infrastructure, jobs, tourism and attractiveness. The event represents a unique international showcase and we must also seize the opportunity to enhance the axis between MIDO and the excellence of our territories and products. For this purpose we must create synergies that enhance our presence in order to strengthen our international image.
V.MAGAZINE: Will there be more sports brands emerging?
Lorraine: Certainly. The birth of new sports brands is a natural phenomenon that occurs periodically in different countries, fuelled by the growing attention to the sports sector as the Olympic Games approach, we expect this process to accelerate as the event represents a global showcase that stimulates the launch of new brands and the strengthening of existing ones.
We at MIDO are aware of the impact that sport has on the eyewear sector, both in terms of innovation in materials and design and the specific needs of athletes and fans. For this reason, we will use the media resonance and energy of the Olympic Games to enhance the sports eyewear segment within our event. We will give space to new inspirations and trends, helping to strengthen the link between the worlds of sport and optics.
V.MAGAZINE: In the era of rapid digital development, the eyewear industry may also face changes. How does ANFAO view the impact of digital technology on the design, production, and sales of eyewear, and how will it promote the digital transformation of the industry?
Lorraine: Artificial Intelligence is transforming industries, including eyewear, by bringing precision, customisation, and efficiency to manufacturing. ANFAO recognizes digital technology as a key driver of innovation in the eyewear industry, influencing every stage from design to production and sales. The adoption of advanced digital tools—such as AI-powered design software, 3D printing, and automated manufacturing—enhances precision, efficiency, and sustainability in production. Additionally, virtual try-on technologies are reshaping the customer experience, making eyewear more accessible and customizable.
To support the industry’s digital transformation, ANFAO promotes initiatives that encourage the adoption of these technologies among eyewear manufacturers and retailers. This includes training programs, research collaborations, and participation in global industry events like MIDO, where cutting-edge digital solutions are showcased. By fostering innovation and equipping businesses with the right tools, ANFAO aims to ensure that the Italian eyewear sector remains competitive and forward-thinking in the digital age.
V.MAGAZINE: With the growing demand for Italian eyewear in Asia, what long-term plans and support measures does ANFAO have for Italian eyewear enterprises exploring the market?
Lorraine: ANFAO recognizes the strategic importance of the Asian market for Italian eyewear, driven by the region’s growing demand for high-quality, design-oriented products. While Italian eyewear already holds a presence in Asia, there is significant potential for further expansion. To achieve this, establishing solid and reliable partnerships is essential. Large companies have already taken significant steps in this direction, and ANFAO is committed to supporting smaller enterprises in reaching the same level of market relevance. Given Asia’s crucial role in the global eyewear industry, fostering inclusive growth will ensure that all Italian brands can thrive and compete effectively in this dynamic market.
V.MAGAZINE: In previous years, Italian Trade Agency (ITA) and ANFAO brought Italian groups to various fairs in Asia. Can we anticipate the return of Italian pavilions to the market?
Lorraine: We are working on that. Internationalization is very active and is a priority for us. To strengthen the Italian presence in strategic markets, as Asia, we need to carefully evaluate the Italian presence at the main international fairs, with the aim of ensuring a strong and qualified representation of Made in Italy, highlighting the excellence, design and innovation that distinguish the sector. We are currently listening to our members to fully understand their needs and gather key information. Our goal is to obtain all the necessary details soon to define targeted strategies, effectively responding to both the needs of Italian companies and the specific dynamics of this ever-evolving market.
V.MAGAZINE: In the face of challenges such as global economic fluctuations and geopolitical uncertainties, what do you see as the main challenges and opportunities for the Italian eyewear industry in the future? How does ANFAO support its member companies in achieving sustainable growth in such an environment?
Lorraine:The global political landscape is increasingly complex, requiring companies to adapt swiftly and proactively to ongoing changes. We must stay ahead of developments, anticipating challenges and opportunities. I sincerely hope that 2025 will bring solutions to the world’s current crises, including the war in Ukraine, the situation in Israel, and other conflicts affecting many regions.
It is crucial for us to come together, look forward, and recognize that neither high taxes nor wars contribute to a thriving society or a strong manufacturing sector. Instead, we should adopt a more strategic mindset, make informed decisions, and work toward a more stable and prosperous future.
We also have a responsibility to younger generations—allowing them to experience youth without the weight of uncertainty and concern. Despite geopolitical tensions and economic uncertainty, the eyewear industry remains resilient, particularly in the high-end and sustainable segments. This strength presents opportunities for growth while reinforcing the sector’s commitment to fostering peaceful and constructive international relations.
V.MAGAZINE: There have been comments regarding the overwhelming number of exhibitions throughout the year, with some suggesting that people may become tired of excessive travel. What are your thoughts on this? Additionally, how does MIDO work to maintain its leading status among optical fairs?
Lorraine: Trade fairs remain a key time for networking, business and keeping up to date with the latest innovations. The key is to offer real value to participants, and this is exactly what MIDO is constantly working on. In order to maintain its leading position among eyewear fairs, MIDO stands out for its ability to innovate, anticipate trends and offer a unique experience to visitors. We invest in quality content, education, exclusive events and an exhibition that represents the entire optical industry chain. Moreover, our attention to market needs and the continuous evolution of the format allows us to remain the benchmark for industry, making MIDO an unmissable appointment.
V.MAGAZINE: Smart glasses have become a very hot topic in the market. This year, we saw some smart glasses in different pavilions at MIDO. Do you plan to group all the smart glasses brands together to form a dedicated zone?
Lorraine: The smart glasses market is growing rapidly, and we are closely monitoring its development. In the future, anything is possible. We adapt to market needs and closely follow industry trends. I think it is still early to say whether we will create a dedicated area exclusively for smart glasses, but interest in this segment is undeniable. Eyewear, both optical and sunglasses, has the potential to incorporate many of today’s most advanced technologies, and our goal is to respond to market demands. We will continue to work in this direction because MIDO aims to be the place where innovation meets the needs of professionals and the public, offering cutting-edge solutions and anticipating trends.