POP-EYE - the outcome of a collaboration between MIDO and PITTI Immagine

A new exhibition project at Pitti Uomo that explores the boundaries between fashion and eyewear

Pitti Uomo pays an increasingly wide and transversal attention to accessories because of their crucial role on the market: the essential part of a contemporary wardrobe, a style feature that redesigns and completes every outfit. And at this edition it mainly focuses on the accessories universe, not only by enriching the proposals at Pop Up Stores, but also by launching the new POP-EYE project: an eyewear-dedicated area created by Pitti Immagine in collaboration with MIDO that was introduced in Milan today during the Pitti Uomo 86 presentation press conference.


In a strategic location on the first floor of the central pavilion, POP-EYE is a project that investigates the link between eyewear and fashion in the name of the highest quality, attention to design and stylistic research. The protagonists are select companies that are highly committed to creativity and innovation. A proposal designed to meet the needs of the most sophisticated buyers, but also of eyewear companies in search of new creative synergies. The layout created by Alessandro Moradei will host companies such as Carolin Abram, David Marc, Dom Vetro, Finlay, Les Pièces Unique, Masunaga, Matsuda Eyewear, Sunday Somewhere, Spektre, TYG Spectacles and Vava Eyewear.


"Pop-Eye is one of the most interesting new developments at this edition of Pitti Uomo" – stated Raffaello Napoleone, CEO of Pitti Immagine. "First of all, this project was created thanks to the synergic effect of the two exhibitions Pitti Uomo and Mido: these two leaders in their respective markets came together to develop a shared project. Launching at Pitti Uomo the Pop-Eye specific area for sought-after eyewear is a chance for our buyers to expand the product offer in stores that are increasingly sophisticated and lifestyle-oriented. For companies it is an opportunity for creative networking between the worlds of fashion and eyewear with the purpose of developing collaborations and launching capsule collections that reflect an increasingly advanced marketing strategy."


"This initiative is part of the activities that Mido promotes during the year by accompanying some exhibiting companies in contexts other than the exhibition itself to enable them to make new contacts in international media and among the most advanced public" - stated Cirillo Marcolin, MIDO President - "After taking part in the Milan Fuorisalone, Mido is at Pitti Uomo where a selection of brands inspired by the world of fashion will find fertile ground for their creativity: it is a unique occasion to stand out and consolidate the now historical bond between fashion and eyewear in one of the most prestigious contexts in the international scenario."