From 10 to 12 September 2022

DaTE celebrates ten years of Shaping Avantgarde

In less than two months, from September 10 to 12, the tenth edition of the eyewear fair “DaTE – Shaping Avantgarde” will begin at Leopolda in Florence. To date, according to the organizers, 90 exhibitors have confirmed their participation in the fair, representing more than 150 brands.

DaTE 2021
Image: DaTE 2021

This year, numerous international companies will also have a stand in Florence: from France, Germany, Belgium and Switzerland, to name just a few of the main countries of origin.


“DaTE marked the turning point for eyewear industry events in Italy, it was the first face-to-face eyewear show in 2020 and in 2021, despite the ongoing health crisis, and hosted more than 1,500 national and international eyewear professionals and 130 brands,” said DaTE President Giovanni Vitaloni. “This year, at the tenth edition, we hope to match or even surpass that success, thanks to our partnership with the ITA (Italian Trade Agency). We would like to increase the number of international buyers, especially from neighboring countries.”

Special event for the 10th anniversary

Also in the works is a special event, “Milano Eyewear Design Day by DaTE,” to be held Oct. 17 at the ADI Museum in Milan. In honor of the show’s 10th anniversary, DaTE will celebrate with an event for companies, buyers, journalists, stakeholders, designers, experts, students and eyewear enthusiasts, an opportunity to share, build on and nurture new ideas for the future of eyewear.

The event is also open to the public, who can choose to participate in various events:

  • a design workshop, with the participation of key players in the industry;
  • two award ceremonies, one for the most avant-garde eyewear (chosen by a jury among the eyewear exhibited at the Florence fair) and the other for the most visionary optician (chosen by DaTE 2022 exhibitors);
  • an exhibition that will feature 30 eyewear that have “shaped” the history of the industry.

“It will also be an opportunity to do business: In a dedicated area, companies that specifically request it will be able to meet privately with buyers to showcase their products, collections and latest innovations,” organizers said.

Where DaTE gets its name

In 2013, the first DaTE took place. The goal was to find an appropriate name that reflected the show but didn’t put too much emphasis on the word Eyewear. The organizers researched young movements in Asia and Toshiyuki Araoka, an optician friend in Tokyo, told them about a movement that was becoming increasingly popular in Japan: DA-TE, which means “fashion eyewear without prescription.” Thus was born DaTE, an exhibition/fair with a very special soul.


Source: DaTE

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