Mido presents: four decades in the history of eyewear
Just shut your eyes and try to imagine a world of colors, a kaleidoscope of shapes and varied nuances that fill your eyes and soul with emotions.
Tonight Mido , in team with Vogue Italia, will present an unprecedented event in the striking and creative setting of the new pavilions at Fieramilano Rho-Pero, designed and signed by architect Fuksas, where warm, attention-grabbing atmospheres will thrill the spectator, through memory.
A magical evening for a fashion show that is all about the changes in eyewear, somewhere between fashion and society, and for an accessory that has become an iconic object over the past four decades from the 70's to the present.The welcome address will be by the leading guest, Mido President Cirillo Marcolin.
This journey in time, evoked by an aircraft nacelle, will be captained by two exceptional personalities: Andie Mac Dowell, the American actress who's an icon of timeless style and elegance, and Luca Barbareschi, whose handsome and theatrical face has been seen on the Italian stage.
The spectators will be catapulted into this exceptional adventure, with a continuum of stage tricks where moods and technology will mix. The catwalk will open with lighting and audio effects and will be divided into four moments, one for each of the four decades, where beautiful models wearing outfits from the periods will present a selection of eyewear spanning from vintage to modern.In perfect keeping with the concept of the event - a journey in time - every element of the evening will reflect the various periods.
There will be various styles of furniture and historical pictures of this period will be shown on large screens for a special and pleasant atmosphere.
Big Band Orchestral will interpret this journey with live, ad-hoc music.
A journey through the fashion and history of Mido, which was also responsible for shaping the history of eyewear through the pictures, colors, music and atmospheres that inspired styles and designs, transforming eyewear into a must-have fashion item.
The participation by the Minister for International Trade and European Policy Emma Bonino, reflects the leadership achieved by the Milanese exhibition over these past decades during which it has grown and earned a reputation as an unmissable event, and whose importance goes beyond the boundaries of the eyewear industry.
The event will close with a gift for all the attendees, the book 'For your eyes only? Eyewear from A to Z' by Alessandra Albarello and Francesco Joppolo, published by Logos, as a souvenir of the evening. The book talks about the history of eyewear by using free associations, in an enthralling mix and overlapping of various scenarios spanning from fashion to design, from music to the movies, from art to philosophy.
