Meta to release smart glasses with Oakley and Prada, extending Luxottica partnership

Meta, in collaboration with EssilorLuxottica, is set to launch AI-powered smart glasses under the Oakley and Prada brands, according to information from CNBC. This move follows the success of the second-generation Ray-Ban glasses that debuted in 2023, showcasing Meta's growing influence in the wearable tech landscape. The partnership with Oakley, another brand under Luxottica, highlights Meta's ambition to cater to active users. The new smart glasses, aimed specifically at athletes, are expected to be more durable and weather-resistant than their Ray-Ban predecessors, with a projected price of around $360. Meta teased the release of the Oakley glasses on social media, hinting at a launch date of June 20 through an Instagram account dedicated to the collaboration. The addition of Prada marks a significant step for Meta as it ventures into the high-fashion sector. This partnership comes on the heels of Prada renewing a 10-year eyewear licensing agreement with Luxottica in December. The collaboration is anticipated to leverage the brand's thicker frames, which can accommodate the necessary technology for smart glasses, including microphones and chips. While the specifics of the Prada line remain under wraps, the initial Oakley glasses will share technology features with the recently launched Ray-Ban Meta glasses. These include the integration of the Meta AI voice assistant and capabilities that allow users to interact with their environment, such as identifying landmarks or sending voice messages via popular messaging platforms. Since the release of the second-generation Ray-Ban glasses, which have sold over 2 million units, EssilorLuxottica aims to ramp up production to 10 million units annually by 2026. The companies extended their partnership last October, committing to further developments in their smart glasses line, including plans for a more advanced third-generation model with a built-in display expected for the upcoming holiday season. As competition intensifies in the smart glasses market, major players like Alphabet and Snap are also making strides. Alphabet's recent $150 million collaboration with Warby Parker aims to launch glasses featuring Google's Gemini AI assistant post-2025, while Snap is preparing to unveil its sixth-generation glasses by 2026, integrating augmented reality technology. Meta has not provided comments on these developments, and attempts to reach Luxottica and Prada for further information were unsuccessful. The news about the Oakley Meta glasses was initially reported by Bloomberg News in January.