Meta is growing its AI wearable lineup through strategic deals with Oakley and Prada, aiming to dominate the smart glasses market. Launching June 20, Oakley Meta glasses will target performance-focused users with advanced features and sport-driven design elements. Meanwhile, Prada’s upcoming model will appeal to luxury tech consumers, blending premium aesthetics with Meta’s AI and wearable technology. These collaborations, enabled by Meta’s alliance with EssilorLuxottica, reflect an aggressive push to surpass competitors like Apple and Snap.
Oakley Smart Glasses Aim at Action-Oriented Users
CNN reports that Meta is set to broaden its wearable technology footprint by launching new AI-powered smart glasses in partnership with renowned eyewear brands Oakley and Prada. These initiatives build on the strong market reception of its second-generation Ray-Ban Meta glasses, co-developed with EssilorLuxottica and released in 2023.
Meta will officially launch its first Oakley-branded smart glasses on June 20, marking a major expansion in wearables. The new model targets athletes and outdoor users, offering improved durability, weather resistance, and performance-specific features for active lifestyles. Priced around $360, the glasses cost more than the Ray-Ban Meta’s $299 base due to their rugged, sport-oriented construction.
The Oakley smart glasses will include Meta’s core features: AI assistant, video capture, messaging, live streaming, and music playback. They also add a front-centered camera designed for better action shots during sports like cycling, skiing, and other outdoor activities. Meta previewed the product through its “Oakley | Meta” Instagram account, signaling a focused marketing push toward active lifestyle users.
This campaign comes ahead of the official June 20 launch, positioning the glasses as high-performance wearables for sport-oriented consumers.
Prada Collaboration Brings AI Into the Luxury Arena
While the Oakley launch is imminent, Meta is simultaneously developing smart glasses in collaboration with Prada, leveraging the Italian brand’s recent 10-year license renewal with EssilorLuxottica. Prada’s thicker temples and wide frames offer ideal real estate for smart components such as voice-activated AI, stereo speakers, and high-resolution cameras.
Prada’s bold eyewear designs, featuring thick temples, are well-suited for integrating smart components like chips and microphones. The collaboration follows Prada’s renewed 10-year licensing deal with EssilorLuxottica in December 2024, covering global distribution of its eyewear lines.
Nevertheless, the product is currently in the design phase with no confirmed launch date. However, the move aligns Meta with an elite fashion house at a time when consumer interest in high-tech, high-style wearables is growing. This collaboration will directly compete with premium offerings from Apple and Snap, combining Meta’s AI infrastructure with Prada’s legacy of luxury design.
A Growing Ecosystem Backed by Market Momentum
Meta expanded its partnership with EssilorLuxottica, which began in 2019, and gained momentum with 2023’s successful Ray-Ban smart glasses launch. The second-generation release followed a modest 2021 debut and marked a turning point in Meta’s wearable technology development strategy. These AI-powered glasses feature landmark recognition, real-time recipe suggestions, and seamless WhatsApp and Messenger integration for hands-free communication and convenience.
Since launch, EssilorLuxottica has sold over 2 million pairs, according to CEO Francesco Milleri, who announced ambitious production targets. He aims to produce 10 million units annually by 2026, signaling growing demand and long-term confidence in smart eyewear adoption. In October 2024, Meta and EssilorLuxottica renewed and expanded their partnership in a reported $5 billion multi-year agreement.
The deal gives Meta exclusive rights to embed smart technology into Luxottica’s eyewear brands for several years going forward. The upcoming third-generation Ray-Ban Meta glasses, due later this year, are expected to incorporate a small embedded display within the lens, further enhancing functionality.
A Vision Beyond Smartphones
As competition in AI wearables heats up, Meta is accelerating its smart glasses push. With Alphabet teaming up with Warby Parker and Snap unveiling AR-powered Specs for 2026, rivals are entering the race. Meta’s partnerships with EssilorLuxottica across both sport and luxury brands position it to lead the evolving smart eyewear market.
Meta, led by CEO Mark Zuckerberg, plans to position smart glasses as the next major platform, eventually replacing smartphones. The upcoming Oakley release and Prada partnership support this vision, merging fashion, sport, and AI into one cohesive product. Prototypes like Orion AR glasses show Meta’s commitment to innovation while appealing to a broad and style-conscious consumer base. By focusing on versatility and future-ready design, Meta is steadily building a comprehensive, wearable tech platform for mainstream adoption.
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