Meta Expands Smart Glasses Lineup with Oakley and Prada Collaborations
Meta is set to broaden its portfolio of AI-powered smart glasses by teaming up with two prominent brands: Oakley and Prada. This move builds upon the remarkable success of Meta's second-generation Ray-Ban Meta glasses, which debuted in 2023 through a partnership with Luxottica.
Oakley Smart Glasses Designed for Active Lifestyles
The upcoming Oakley-branded smart glasses, developed alongside Luxottica, aim to capture the attention of athletes and outdoor enthusiasts. Meta’s research revealed that many Ray-Ban Meta users were wearing their devices during activities like tennis and skiing, inspiring the company to create a more weather-resistant and durable option.
Expected to be priced at around $360, the Oakley variant will incorporate technology similar to that used in the Ray-Ban Meta glasses but will feature enhanced resistance to environmental conditions. On June 20, Meta teased the Oakley launch by opening a dedicated Instagram account, signaling the imminent arrival of this next-generation wearable.
High-Fashion Meets Cutting-Edge Tech: The Prada Partnership
Meta is also entering the high-fashion sphere by collaborating with Prada, marking its first wearable venture beyond Luxottica’s own brands. This partnership follows Prada’s recent renewal of a 10-year eyewear licensing agreement with Luxottica, covering Prada, Prada Linea Rossa, and Miu Miu brands worldwide.
Former Meta insiders note that Prada’s distinctive design—often featuring thick temples—offers ideal space to house essential smart glasses components such as microphones and processing chips. Details about the Prada-enabled smart glasses’ launch are not yet public, but the alliance signals Meta’s ambition to merge technology with luxury fashion.
Background: Meta and Luxottica’s Pioneering Collaboration
The foundation of Meta’s smart glasses business stems from a collaboration with EssilorLuxottica dating back to 2019. The initial Ray-Ban smart glasses rolled out in 2021, but it was the second generation launched in 2023 that truly gained traction. These glasses feature a Qualcomm chipset powering Meta’s AI voice assistant, enabling users to interact with city landmarks, share recipes, and send voice messages on platforms like WhatsApp and Messenger when tethered to a smartphone.
Since their launch, Meta and Luxottica have sold 2 million pairs of Ray-Ban Meta glasses, with plans to ramp up production to 10 million units annually by 2026. The companies extended their partnership in October with a $5 billion deal, granting Meta exclusive smart glasses rights across Luxottica’s extensive brand portfolio for several years.
What’s Next: Third-Generation Devices and Market Competition
Looking ahead, Meta and Luxottica are preparing to release a third-generation smart glasses model just in time for the holiday season. This iteration is expected to feature a small heads-up display embedded in one lens, enhancing the device’s augmented reality capabilities.
The smart glasses market is heating up further with new players entering the arena. Notably, Google and Ray-Ban's parent company have teamed up to develop glasses powered by Google's Gemini AI assistant, anticipated after 2025. Meanwhile, Snap is planning to launch its sixth-generation smart glasses under a new brand, Specs, with a focus on reduced size and improved AR tech for a 2026 release.
Final Thoughts
By aligning with Oakley and Prada, Meta is strategically expanding its smart glasses offerings across diverse consumer segments—from athletes craving rugged, functional wearables to luxury fashion shoppers seeking stylish high-tech accessories. This multi-brand approach underscores Meta’s commitment to becoming a dominant force in the rapidly evolving AR wearable market.
