Quick Facts
- Meta Glasses launched June 23, 2026, starting at $299, with 26 style configurations built in partnership with EssilorLuxottica.
- Kylie Jenner co-designed three colorways, lent her voice to the AI feature, and generated 5.5 million likes across three Instagram posts promoting the product.
- In the week of launch, Meta Glasses recorded 275 million social media impressions, 9 million engagements, and 97,000 mentions, per Dash Social data.
Meta entered the fashion accessories market on June 23, 2026, with the launch of Meta Glasses, a $299 smart glasses line manufactured with EssilorLuxottica. The company built the campaign around Kylie Jenner, DJ Peggy Gou, stylist Law Roach, and a curated group of Substack writers.
Eva Chen, VP of fashion at Meta, told Glossy the launch marks a new phase for the company. “We basically have our own accessories line now,” she said. The three debut styles are the Meta Adventurer, the Meta Fury, and Meta Glasses by Kylie.
Jenner was not a passive spokesperson. She arrived at design meetings with roughly 12 trays of vintage sunglasses, reference images, and specific requests. She pushed for the Dark Tortoise colorway and added small crystals to the corners of the frames. Meta also integrated her voice into the AI feature built into the frames she designed.
Jenner has 382 million Instagram followers. Her three promotional posts for the glasses collected 5.5 million combined likes. Meta placed her image on billboards in New York and Los Angeles. All three of her colorways have sold well, Chen said, though she declined to share specific numbers.
“Kylie is such a force; she really influences the way women and girls dress. Plus, she thinks like a content creator and, most importantly, she loves the product,” Chen said.
The campaign extended beyond celebrity. Meta CEO Mark Zuckerberg briefed a small group of tastemakers before launch, including Substack writer Emily Sundberg. The launch event also drew Nara Smith, known for brand work with Marc Jacobs, and Peggy Gou, who recently performed at the Chanel Metiers d’Art 2026 after-party. A second, broader gathering gave downtown New York attendees a chance to try the glasses in an interactive setting.
Dayna Carney, founder of social-first creative agency Dayna’s House, said the talent choices were deliberate. “If we’re targeting the Gen Z girlies, Oakley and Ray-Ban are not going to get them. They had to bring in more cultural cachet,” she said.
Meta’s decision to include Substack writers reflects a shift in how fashion information travels. Substack reported an 80% increase in fashion and beauty subscriptions as of January 2024. Many creators have moved audiences from Instagram to Substack to escape algorithm uncertainty and earn more through affiliate revenue.
Janey Park, founder of The Digital Runway Substack and advisory, said Meta’s branding strategy signals larger ambitions. “It shows that they want to be like a maison,” she said, referring to the decision to lead product names with the Meta name rather than a collaborator’s.
The new Meta-branded line gives the company direct control over pricing, distribution, and product identity for the first time. Previously, Meta relied on EssilorLuxottica’s Ray-Ban brand to carry its smart glasses to market. The two companies now hold approximately 82% of the global smart glasses market, according to Counterpoint Research data from the second half of 2025.
EssilorLuxottica sold over 7 million AI glasses in 2025, more than triple its combined total for 2023 and 2024. The new @metaglasses Instagram account, launched alongside the product, had nearly 100,000 followers within 11 days.
