Craving MIDO: a talk with Huma Sunglasses.

MIDO is back, in person and in complete safety, at the Fiera Milano Rho venue from 12 to 14 February 2022. The event is set to be a must-do for the whole sector, both in terms of its role as a privileged observatory and as an international point of reference in the worlds of design, fashion, culture and business. MIDO is also a hub that reflects an entire industry, for reflection and rethinking about eyewear in all its aspects and details, a showcase for final users. As the next important edition approaches, we have interviewed some of the key players.

Today we give the floor to Federica Moretti, founder of Huma Sunglasses.

having worked in the world of fashion, in 2017 you join the eyewear industry: would you tell us a bit about this transition?

This phase began in 2016 when a desire to experiment prevailed and, therefore, I began to think about Huma with the objective of bringing the creativity and the extravagance of the fashion industry to eyewear. It is possible to find these characteristics in the key design elements of my brand: accessories integrated with the frames through a specially-made eyelet whose design mimics the shape of the brand’s logo.
Through the various collections of accessories, Huma maintains a fluid perspective over the world and its history is the proof that curiosity leads to growth. We are here for those who are atypical and bold. Those who create spontaneously. Those who like what they like. Our products are unique just like the people who wear them.

How has your stylistic vision changed with the pandemic?

My stylistic vision has not changed, but I believe that I have put into focus what my brand and its customers need.

What are your reference markets?

The focus up to now was the Italian market, but this fall the expansion to other markets began. Besides Northern Europe, we are currently distributing also in Greece, China, Japan and Israel.

In February you will participate in MIDO 2022: what are your objectives for this important event?

With Mido 2022, Huma’s long-awaited launch into the eyewear market will take place with a collection entirely dedicated to eye glasses.

What will you present?

The team and the collection have grown a great deal in this two-year period during the pandemic; finally we will be able to reveal all our hard work!
There will be many new features: very interesting shapes and special and unique accessories. At the moment we cannot say anything more, but we look forward to seeing you at MIDO!