After gaining traction in the wearable tech market with its Ray-Ban Meta smart glasses, Meta is moving to scale up its presence. The company has confirmed the launch of two new models: a sport-oriented version developed with Oakley, set to be unveiled on June 20, and a luxury smart eyewear line currently in development with Italian fashion powerhouse Prada.
These moves reflect Meta’s broader strategy to position its connected eyewear portfolio across three distinct segments: mainstream, sport, and luxury. The goal is clear — to make smart glasses a core pillar of its AI and hardware roadmap, rather than a niche side project.
The collaboration with Oakley, teased on social media via the @oakleymeta account, builds on the brand’s athletic DNA. Inspired by Oakley’s Sphaera frame, the upcoming smart glasses are expected to include a central camera, enhanced weather resistance, and all the key features from the Ray-Ban Meta model — including video capture, live streaming, voice calls, onboard AI, and voice command functionality. Marketed to outdoor enthusiasts and athletes, the device is reportedly priced at around $360, slightly above the standard Ray-Ban Meta due to added durability and sport-focused design.
Meanwhile, sources close to the company confirm that Meta is working with Prada on a high-fashion smart glasses project. Unlike previous models, this edition is designed to appeal to luxury consumers, with the iconic Prada aesthetic adapted to accommodate the hardware — including camera modules, microphones, processors, and batteries. The thick temples of Prada’s eyewear frames offer both the space and the style required to integrate such technology discreetly. Though no launch date has been confirmed, the move signals Meta’s intention to position smart glasses as not just functional devices, but also as fashion-forward statements.
The company now offers a tripartite structure: Ray-Ban for general consumers, Oakley for active users, and Prada for the high-end segment. Each model is built around the same technological foundation, but tailored to distinct lifestyles and expectations. With more than two million Ray-Ban Meta units sold since late 2023, Meta has demonstrated that aesthetics and usability can drive adoption — even in a category previously dismissed as futuristic novelty.
Still, this expansion comes with challenges. Regulatory concerns are mounting in Europe, where data protection authorities have raised questions about the capacity of Meta’s glasses to record video and audio discreetly. Critics fear potential violations of privacy, especially in public or private settings where consent is unclear. Meta has responded by updating its privacy policies and strengthening user controls, but skepticism remains — particularly as the technology becomes more subtle and harder to detect.
With the Prada collaboration, expectations rise even higher. In the luxury sector, image and discretion are paramount. Any misstep — whether on design, functionality, or data protection — could jeopardize the brand’s credibility among a more demanding clientele.
Meta’s smart glasses are no longer an experiment. With targeted partnerships and a growing user base, they’re evolving into a new frontier of wearable computing. Whether consumers embrace them as tools, trends, or status symbols will ultimately shape the future of this category.
