Building on the success of Meta’s Ray-Ban smart glasses, Mark Zuckerberg is now getting down to business Striving to make wearable AI devices fashionable. Yesterday (June 23), it was revealed that he was dead New internal line Simply called Meta Glass, it starts at $299. While the new eyewear is still produced with Ray-Ban’s parent company EssilorLuxottica, it ditches the Ray-Ban branding entirely. Central to this effort is a high-profile collaboration with Kylie Jenner, whose custom-designed “Meta Starfire Kylie Edition” frames bring one of social media’s most influential figures directly into the company’s wearable strategy.
At launch, the collection includes three styles — Adventurer, Fury and Jenner’s Starfire edition — ranging from square to oval silhouettes.
Specifications are similar to the Ray-Ban Meta models, although the Meta promises slightly improved battery life. The glasses include built-in cameras, speakers and open-ear microphones, allowing users to capture up to three minutes of 3K video, receive calls, send texts, and access live translation in more than 20 languages. Voice commands via “Hey Meta” activate the company’s AI assistant for real-time queries.
For Zuckerberg, this release is as much about image as it is about technology. Meta Glass debuts with Muse Spark, Meta’s latest multimedia AI model. Going beyond Ray-Ban and partnering with Jenner, who has more than 382 million followers on Instagram, also gives Meta a direct line to younger, style-conscious consumers.
“This is the first step of meta We have put in a lot of effort to become relevant in the world of fashion eyewear,Peter Bristol, vice president of industrial design at Meta, said during a press conference.
The Meta announcement comes just days after Snap introduced its own AI-powered glasses, SPECs, and ahead of Apple’s widely expected entry into the category.
Industry observers see Meta’s pricing and positioning as a calculated move. “It was a very smart and strategic move for Meta to drop these cheaper but just as powerful Gen2 smart glasses within 72 hours of Snap’s announcement,” Matt Maher, CEO of M7 Innovations, told Observer via email. “They’re effectively a tenth of the price of the spec but with more immediate function, fashion, feasibility and impact.”
However, Maher cautioned that Apple remains “the veritable 800-pound gorilla,” citing its improved Siri ecosystem and strong privacy reputation as potential advantages in future wearable launches.
Meta currently leads the smart glasses market with an estimated 82 percent share, and EssilorLuxottica reported that it sold more than 7 million Meta AI glasses in 2025. But the broader category remains volatile. Recent devices like the Humane AI Pin, Rabbit R1, and Apple Vision Pro have struggled to gain traction, highlighting the difficulty of turning experimental devices into everyday essentials.
Zuckerberg’s bet is that style can succeed where pure technology has faltered. Whether this is enough to turn smart glasses into a fashion staple remains an open question.
