White Milano presents the second edition of Date, its international research eyewear show to be held from 11 to 13 October 2014 in Milan, in Via Tortona 54.

The event will take place for the second time after its debut a year ago in October 2013 when it hosted a selection of 86 contemporary international eyewear brands. For the 2014 edition it will host 116 independent innovative eyewear brands (+30% more than hosted during the previous edition) from Europe, USA and Japan.

The event was born as a joint collaboration between Massimiliano Bizzi, also founder of White Milano contemporary fashion trade show, and Caretti Consulting, a company specialized in consulting eyewear retailers and owned by Dante Caretti, sales manager, Date, as well as artistic director of Mido Lab, Milan’s international eyewear show’s most innovative and research section.

This show owes its name to the Japanese culture, in which wearing a pair of sunglasses is synonymous with joy: young Japanese fans of the “Date” movement like to wear fake glasses as a fashion item, worn as any other fashion accessory.

Among participants there will be US brands such as Dita (Dita Eyewear and Dita Von Teese), Oliver Peoples, Moscot and Chrome Hearts. Among German exhibitors will be Mykita, Zeiss and Hoffman Manufaktur. French brands participating will be Anne & Valentin, Traction Productions and Traxion. From Belgium there will be Theo by Tim Steenbergen and Linda Farrow from London. Also highly interesting is Kuboraum, an eyewear collection designed by Italian visionary designer Livio Graziottin now living in Berlin.

“Focus of this newborn show is to present some of the most interesting, sophisticated and innovative independent eyewear brands,” explains Bizzi. “Aim of this launch is to recall the attention of retailers - both specialized optician stores and fashion stores – and make them get in touch with alternative highly interesting eyewear brands. Our aim is to also recall the attention of consumers by soon disclosing the charm of these very special products that can be chosen and changed exactly as any other fashion accessory.”

Among personalities participating in the launch of the event there were various insiders of this market: Akira Ishiwatari, Japanese eyewear designer who personally designs and cuts the frames of his own brand Plato by hand. Also participating was Marco Annibali, owner of the eight Punto Ottico eyewear chain of stores (seven stores in Italy and one in New York).