Celebrity partnerships are all the rage right now. Whoop has Cristiano Ronaldo. Beats partnered with Kim Kardashian. Google inked a deal with NBA legend Steph Curry for the Fitbit Air. Now, Meta is jumping on the bandwagon.
Earlier today, the company launched Meta Glasses, the first pair of smart glasses that have been developed exclusively in partnership with EssilorLuxottica without any third-party branding.
So far, the smart glasses sold by Meta have either worn the Oakley badge or the Ray-Ban label. This time around, the Meta Glasses bear the company’s logo, and there is a hot new celebrity partnership in tow. For its latest smart glasses, Meta has joined hands with internet personality Kylie Jenner, and the company is calling this new model Meta Glasses by Kylie. There are two other styles up for grabs, namely Adventurer and Fury.
The launch is significant because it marks Meta’s first major attempt to establish its own smart glasses identity rather than relying on established eyewear brands. It also arrives at a time when competition in the AI wearables market is intensifying, with Apple, Google, and Snap all working on their own smart glasses strategies.
MuseSpark AI takes center stage
The biggest draw of the Meta Glasses is that these are the first wearables to run the new MuseSpark AI. So far, the company has shipped its eponymous Meta AI on the smart glasses that it has launched so far. Starting today, MuseSpark is also making its way to the smart glasses developed in collaboration with Ray-Ban and Oakley.
According to Meta, MuseSpark offers more intelligent responses and deeper contextual understanding than previous versions of its AI assistant.
“With this version of Meta AI, your AI glasses will deliver smarter answers on everything from sports scores to local restaurant picks, better understand what you’re seeing, and help manage your daily life effortlessly,” the company said.
The glasses feature integrated cameras, microphones, and speakers, allowing users to take photos, record videos, listen to music, make calls, and interact with the AI assistant through voice commands. MuseSpark can also analyze what users are looking at and provide real-time contextual information.
Price, availability, and Meta’s bigger ambitions
Meta Glasses by Kylie will be available in limited quantities starting July 15, while the Adventurer and Fury variants will go on sale beginning July 10 through Meta’s online store and select retail partners.
Pricing starts at $399 for the Adventurer and Fury models, while the Kylie Jenner edition carries a premium price tag of $549 due to its limited-edition design and exclusive styling elements.
The launch underscores Meta’s growing belief that smart glasses could become the next major computing platform after smartphones. The company has invested heavily in AI, augmented reality, and wearable technology over the past several years, viewing glasses as a natural interface for digital assistants.
By combining fashion, celebrity appeal, and advanced AI capabilities, Meta is clearly hoping to move smart glasses beyond early adopters and into the mainstream. Whether consumers are ready to wear AI on their faces remains to be seen, but Meta appears determined to make that future arrive sooner rather than later.