From
Benigni to Belushi - sunglasses are the epitome
of cool. We go to Milan for MIDO - the international
eyewear show - and discover all the latest trends
in shades.
The
crème de la crème of international
eyewear will be in Milan from May 4th-7th
for MIDO,
the international showcase for all that is optical.
Expect to rub shoulders with celebrities or bump
into sports stars in your search for the chicest
accessory of them all - the perfect pair of sunglasses.
Sunglasses are no longer confined to summer and
beachwear. The coolest dudes wear their shades on
the slopes and serious clubbers don their dancing
frames before hitting the floor.
The season's trendiest models are minimalist, wrap
and rimless. Not your style? Don't worry, there's
something for everyone. Retro? Go for Gucci.
Futuristic? Check out Chanel, D&G,
and Bulgari's high-tech collections. Groovy?
Choose Valentino and Roberto Cavalli
with their rhinestone and snakeskin frames. The
keywords this season are colour and pattern - and
lots of them, from geometric styles, to classic
combinations to funkier frames like these ones from
Chloé.
Italy is the world leader in designer sunglasses
- with eyewear industry profits totalling ITL
3, 000 billion, half of which comes from the
export market.
However if you think that design houses such as
Gucci, Armani and Valentino produce their own eyewear
collections then it's time to think again. Most
of the leading brands are manufactured by an élite
few highly specialised companies which produce both
designer ranges and own-name brands. The province
of Belluno is home to a number of these including
Luxottica,
one of the market leaders. Leonardo Del Vecchio's
company has been quoted on the New York Stock Exchange
since January 23rd 1990 and boasting brands such
as Sferoflex and Ray-Ban, as well
as designer ranges for Chanel, Byblos and Armani
( the latter is the choice of Italian beauties Sofia
Loren and Maria Grazia Cucinotta), has a strong
position at the top end of the market.
Fendi and Egon von Furstenberg place their trust
in De Rigo,
who also produce their own brand Lozza, and, thanks
to a new deal, also produce high-quality lenses
for Prada. Down the road in Cadore is another company,
Safilo,
which works with the likes of Gucci, Dior and Pierre
Cardin and can count celebrities such as Lenny Kravitz
and Austrian skier Hermann Maier among its fans.
And,
speaking of Austria, this year's Design
Award 2001, the Oscars of the eyewear world,
were won by the Austrian company Silhouette
for its titanium-framed glasses. A reminder that
there's more to eyewear than designer names.
Safilo.com
- The official site of the Italian eyewear specialists.
De Rigo.com
- All the latest products and trends from Prada's
eyewear partner. Luxottica.com
- The name behind Ray Ban is quoted on the New York
stock market. Silhouette
– The website of the Austrian company that won the
"Design Award 2001" for its high-tech
glasses.
THE SURVIVOR'S 
From
Benigni to Belushi - sunglasses are the epitome
of cool. We go to Milan for MIDO - the international
eyewear show - and discover all the latest trends
in shades. 
