Celebrating Legacy
2027 Sergio Cereda Eyewear Design Award — Applications Now Open
About
Following the success of its inaugural debut in 2025, the Sergio Cereda Eyewear Design Award returned for its second edition in 2026 — now expanded to visionary designers across the globe. The 2026 award was presented at MIDO | Milano Eyewear Show in January 2026, celebrating outstanding student talent inspired by sport, movement, and the spirit of the Milan Cortina 2026 Winter Olympics.
Founded by longtime eyewear executive Harvey Ross, in collaboration with MIDO | Milano Eyewear Show, the Cereda family, and HMR Holdings, this prestigious award pays tribute to Sergio Cereda — one of the most iconic and influential figures in optical design history. Applications for the 2027 edition are now open. Submission deadline: November 30, 2026. The winner will be announced at MIDO Milan, February 6–8, 2027.
A note fromthe Cereda family
The success, enthusiasm and talent shown at the 2025 first edition of the Sergio Cereda Award has made us really proud and excited to continue this adventure. For us it is a beautiful tribute to our father's career and a way to honor and remember him and his work. We continue to thank Harvey and his team for the dedication and sponsorship to the Sergio Cereda Award and Mido for their incredible support.
We look forward to seeing what the 2027 edition will reveal. Good luck to all of the students!
From Legacy
to Innovation
Sergio Cereda Eyewear Design Award 2027 — presented by The Ross Viva Family Foundation & Mido Exhibition. Honoring innovation. Celebrating eyewear industry heritage.
The Sergio Cereda Eyewear Design Award is an international competition recognizing young, visionary designers in the field of optical and sunglass design. This award celebrates the legacy of Sergio Cereda, a pioneer in the optical industry, and aims to inspire a new generation of designers to blend tradition, innovation, and craftsmanship in their work.
About Sergio Cereda
Mr. Cereda's career unfolded at Samco, a division in the injection department of Mazzuchelli S.P.A. in the 1960s. His creative prowess continued to flourish in the 1970's at Ratti in Torino, Italy, where he became one of the first designers of Persol. His portfolio expanded globally, contributing his talents to renowned collections for brands like Roy Tower, Krizia, Cerutti 1881 Roberta di Camerino. In the 1980's, he reached new heights with his work for Luxottica on the first Giorgio Armani collection in 1988 and the initial Chanel collection in 1985.
A pivotal moment came when Harvey Ross, founder of Viva International Group, met Sergio Cereda and their collaboration led to an extensive new brand portfolio, with Sergio Cereda becoming the director of design for Viva International Group.
The partnership touched premium fashions and brands, including collaborations on such eyewear collections as Guess, Tommy Hilfiger, Beau Monde, Harley Davidson, Benetton, Catherine Deneuve, and many more. Viva's Ross feels the reason for Viva's success as the first American company to expand its distribution throughout the world was due in large part to the talents of Cereda.
The Creative Brief
The Challenge — The DNA of Design: Eyewear Reimagined
This year's competition is about understanding the true DNA of a brand and translating it into eyewear — any brand they love or are inspired by.
The goal is not to simply place a logo on a frame. The goal is to study:
- The history of the brand
- The customer
- The colors
- The lifestyle
- The materials
- The marketing
- The emotional feeling of the brand
Then, students should create eyewear that truly represents that identity. Students are encouraged to improve, modernize, simplify, reinterpret, or rethink the eyewear direction completely — while still respecting the spirit of the brand.
Guidelines
Students may choose any brand on the market or create their own original private-label brand concept.
Important: do not use the original logo. Students may create inspired typography and original graphic language — but may not use official logos, copy trademarks, or reproduce copyrighted artwork.
This competition is educational and creative in nature and is not intended for commercial use.
Video Requirement
Each student must upload a 1–2 minute video presentation. The student should introduce themselves, their school, and explain their project and how the eyewear collection reflects the DNA of the brand.
Videos will be used on all online platforms associated with the Sergio Cereda Award.
The Benetton Example
One of the inspirations behind this year's challenge comes from the way Sergio Cereda and Harvey Ross approached the United Colors of Benetton eyewear collection.
At the time, the original eyewear line did not properly represent the DNA of the clothing brand. The eyewear was heavy, bulky, and visually disconnected from the brand identity.
The factory holding the eyewear license approached Harvey Ross and asked Viva International to distribute the line in the United States. Harvey agreed — but only if Viva could oversee the marketing and design direction. The collection was completely reimagined. Instead of oversized, complicated styles, the new direction focused on:
- Simple shapes
- Strong colors
- Wearable styling
- Youthful energy
- How to make a product for the price
The collection included approximately 15 styles — 6 metal and 9 plastic/acetate — every style offered in multiple colors. One frame alone was developed in 24 colors using injection manufacturing techniques. The result was an industry splash. The eyewear finally reflected the DNA of the Benetton brand.
That is the type of thinking this competition is looking for.
Simple Rules
Students may: be inspired by any real brand, reinterpret it creatively, modernize the eyewear direction, create original graphics and typography, and explore colors, materials, and storytelling.
Students may not: use official logos, directly copy existing products, or reproduce trademarked artwork.
The International Jury
An esteemed jury will meticulously evaluate each entry based on the theme and entry criteria. The international jury will include:
- Harvey RossFounder of Viva International Group, CEO of OPTYX New York and HMR Holdings
- David FriedfeldPresident of Clear Vision Optical
- Stefania Cereda OppermanDesign Consultant for EssilorLuxottica's North America Product Team
- Lorraine BertonPresident, Mido Exhibition
- Giovanni VitaloniFounder, Vanni Eyewear
- Caterina CeredaFreelance Consultant
- Bruno PalmegianiEyewear Designer
Harvey Ross Founder & President
“This competition was created for a reason beyond awards. It exists to safeguard Sergio Cereda's legacy — a way of designing where beauty, function and production are inseparable.”
Awards
- First Prize$10,000
- Second Prize$5,000
- Third Prize$2,500
2026 Award
Winners
The 2026 Sergio Cereda Eyewear Design Award was presented in partnership with MIDO, celebrating emerging talent inspired by sport, movement, and performance — reflecting the spirit of the Milan Cortina 2026 Winter Olympics.
Special Recognition
- Megan Broad Merkel, Savannah College of Art and Design (SCAD)
- Alessio Accardi, Istituto Europeo di Design
- First PrizeGiada TosanaLibera Accademia di Belle Arti (LABA)
- Second PrizeElisa AlbertiniLibera Accademia di Belle Arti (LABA)
- Third PrizeMahra MustafaIstituto Marangoni
Submission Requirements
1. Design Presentation (PDF)
Upload one PDF containing:
- A 3-style collection (sunglass or optical)
- Multiple colorways
- Material concepts
- Sketches and/or process work
- Inspiration boards
- Presentation visuals
2. Video Presentation (1–2 minutes)
Upload one video in which the student:
- Introduces themselves and their school
- Explains their project
- Explains how their eyewear collection reflects the DNA of the brand they selected or created
Eligibility
- Open to applicants worldwide
- Must be 30 years old or younger
- Must be currently enrolled in a design program anywhere in the world
- Must be available to attend MIDO Exhibition in Milan 2027 if selected as a finalist
Timeline
- Submission Deadline: November 30, 2026
- Winner Announcement: MIDO Exhibition, Milan — February 6–8, 2027 (exact date TBA)
- Finalists must be available to attend MIDO Milan 2027 to receive the award. First Prize Winner will have transportation provided.
Award Application
For updates and questions, follow us on Instagram @sergioceredaaward.
For inquiries, contact SergioCeredaAward@gmail.com.