From 3 to 5 February 2024, all eyes will be on MIDO, the world leader in eyewear trade shows. For three days, stakeholders from all five continents will meet in Fieramilano Rho to discover the companies which represent the entire supply chain of the eyewear industry, in an international setting.
WMIDO is allowing some of the MIDO 2024 exhibiters to voice their opinions. Today’s interview is with Ahlem Manai-Platt, founder of Ahlem.
Sustainability is undoubtedly another theme of extreme activity, born out of the needs to elevate the scope of business realities to contemplate a better future for all. This issue is also very much felt by MIDO, which, in addition to being engaged in the forefront as an organization, has created ad hoc awards: the CSE Award - Certified Sustainable Eyewear, which evaluates the sustainability of eyewear products internationally, and Stand Up For Green - designed for stands that stand out for their attention to the environment. How does your company approach this issue? What activities do you carry out to support the future of the planet?
Sustainability is ingrained in everything we do. Our French Ateliers adhere to strict environmental standards, and we're committed to minimizing waste. We've launched 'Reframed,' offering a full circular journey for our eyewear. We constantly develop and test recyclable packaging to transport frames, and our 'reduce, reuse, and recycle' approach ensures that neither metals nor acetates go to waste. Our goal is to redefine environmental responsibility without compromising on elegance and innovation in eyewear design.
Young people are our future, we were also talking about this earlier in the area of sustainability. Being close to them and responding to their needs is not always easy. MIDO, in this sense, always tries to keep up with the times and experiment: it was the first fair in the sector to have a digital magazine, to use a dedicated app, the first to create a digital platform to respond immediately to the Covid crisis. In 2024, as we mentioned earlier, she was also the first in the industry to create a communication campaign using AI. How does your company try to reach younger people?
We don't actively try to target younger people, our focus remains on delivering quality and innovation in our products. We trust that those who appreciate our craftsmanship and values will find their way to us organically.
A 'hot' topic in 2023 is the increasing use of AI. MIDO also used it, in support of human creativity, to create the industry's first communication campaign. What is your stance toward this issue? Have you used it for your production reality or do you plan to use it in the future?
We trust the human’s touch, intuition and gut feelings in the creative process—something AI doesn't quite get. While we haven't used it for creativity (just for translations and contracts), we are and will be open to it.
No doubt you are a high-end brand, why did you choose this positioning in the market and through what elements do you express it?
What mattered to me were attention to detail, quality materials, and sustainability. Choosing to produce my line in France, where I grew up, was essential. The result naturally became a high-end product, defining the position of my brand.