Meta eyes luxury market with potential Prada AI glasses

Meta may be preparing to launch a Prada version of its Meta AI glasses. Speculation regarding the potential partnership intensified after Meta CEO Mark Zuckerberg and his wife were spotted sitting in the front row of Prada’s Fall/Winter 2026 Fashion Week show in Milan on Thursday. During the event, Zuckerberg was seen chatting with Lorenzo Bertelli, Prada’s chief merchandising officer and the son of head designer Miuccia Prada. While Meta has not publicly announced a formal agreement, CNBC reported last summer that Prada AI glasses were in the works.

The potential collaboration would build on Meta’s existing partnership with EssilorLuxottica, the French-Italian eyewear manufacturer that produces Ray-Ban and Oakley frames. This partnership has seen sales grow, with EssilorLuxottica announcing it sold over 7 million AI glasses in 2025, up from 2 million in the prior year. These sales figures include both the Ray-Ban Meta and Oakley Meta glasses, with the latter designed for athletic use. Prada AI glasses could be next, as Prada and EssilorLuxottica recently renewed their licensing deal for eyewear under the Prada and Miu Miu brands for ten years. The previous agreement, which expired on December 31, 2025, was extended through December 31, 2030, with a provision allowing for a further renewal until December 31, 2035.

However, expanding the reach of smart eyewear comes amid broader societal friction. Meta faces an environment of increased consumer backlash against “surveillance devices.” This public pushback has reportedly drawn scrutiny toward potential features like facial recognition. The New York Times recently reported on these facial-recognition features, highlighting the tension between hardware utility and privacy concerns. The news drew criticism for what had otherwise been a modestly successful tech product, and this shift could see Meta reconsidering whether it will add facial-recognition features to its glasses. It has even prompted one developer to build an app designed to warn users if someone is wearing the AI glasses nearby.

Why it matters

Prada AI glasses could give Meta a foothold in the high-fashion market, a niche that its current Ray-Ban and Oakley offerings do not yet fill. Establishing the glasses as a luxury symbol could also benefit Meta’s brand overall.