Meta is taking another major step into the smart eyewear market with the launch of a new collection called Meta Glasses. Unlike previous models developed through collaborations with brands such as Ray-Ban and Oakley, this new generation will be released directly under Meta’s own brand.
The strategy appears clear: make smart glasses more accessible to a wider audience. With a starting price of €309, the Meta Glasses come at a significantly lower cost than earlier models. By comparison, the Ray-Ban Meta collection starts at approximately €419, while premium versions can exceed €700.
To support the launch, Meta has also chosen one of the most influential names in fashion and social media: Kylie Jenner. The global celebrity and entrepreneur has become the face of the new campaign and is already promoting the glasses across her social platforms, reinforcing the product’s fashion and lifestyle positioning.
A Fashion Accessory Before a Tech Product
Rather than presenting the device as a technological breakthrough, Meta is positioning its latest smart glasses as a premium fashion accessory. The company appears to be moving away from an overly technical image in favor of a more lifestyle-focused approach.
The Meta Glasses include a built-in camera, microphone, and speakers, allowing users to capture photos and videos, listen to music, and make calls. However, the glasses do not feature an integrated display, a decision that highlights Meta’s intention to create a lighter and more discreet wearable experience.
Several frame styles and color options will also be available, allowing consumers to select designs that better fit their personal aesthetic.
A More Personalized Experience
One of the biggest updates comes in the design itself. The Meta Glasses feature more flexible arms and adjustable tips designed to improve comfort and wearability.
Perhaps more importantly, users will be able to change the frames after purchase and add prescription lenses through an optician without affecting the manufacturer’s warranty.
This move brings the product closer to the traditional eyewear industry, where personalization and individual style play a central role.
With this latest release, Meta is no longer simply selling technology. The company appears to be transforming smart glasses into a lifestyle product positioned at the intersection of fashion, personalization, and innovation.
Photo source Meta WWD