A New Campaign Rooted in Authentic Italian Craft
For the upcoming season, Mad in Italy introduces a collection that reconnects the brand with its deepest identity: independent, quality-driven, and shaped by the culture of artisanal production.
In defining the new campaign for MIDO and Opti, the brand reflected on todays meaning of “Mad in Italy”. The conclusions emerged from the legacy of the italians finest botteghe: those small, highly specialized food shops where artisinals with often decades of experience dedicated their lives to mastering a single craft. These were not ordinary shops, but refined micro-worlds of savoir-faire.
This profound relationship between artisan and material is at the core of the brand, and it becomes the guiding inspiration of its new S/S collection.
Each new model is therefore named after an example of traditional bottega—the wine seller, the dairy master, the bread baker —paying homage to a world where uniqueness defined value and mastery was the ultimate luxury.
The new Mad in Italy collection continues the brand’s enstablished commitment to its two signature materials: acetate and titanium.
Acetate Collection: Essentiality with character
The new acetate models reflect a refined process of simplification. The shapes are clean, minimal, and contemporary, yet they continue to embody the unmistakable personality and stylistic identity of Mad in Italy.
Attention to detail emerges through the masterful use of double acetate layers, a continuous technical challenge and one of the brand’s defining hallmarks.
Titanium Collection: Hyper-Lightness and Innovation
The titanium collection reaches a new level of technical excellence. While maintaining a high degree of technicality, the frames have been further lightened by reducing the thickness of the components. The result is an overall decrease in weight, providing exceptional comfort.
Mad in Italy will first unveil the collection at Opti Munich, then bring it to Mido for its worldwide reveal. Together, these events reflect Mad in Italy’s drive to bring its vision from Italy to the major stages of global eyewear.
