Meta launched Meta Glasses in late June, announcing Kylie Jenner as the face of a collection of frames.
You might be thinking: But wait… didn’t Meta Glasses already exist?
Yes, but not under the Meta name. Here’s the timeline:
2021: Ray-Ban Stories launched as one of the first wearable technologies. These were created/backed by Meta but with the Ray-Ban name attached. They were essentially camera glasses for taking photos, videos and listening to music.
2023/24: Ray-Ban Meta arrived, adding a better AI assistant, cameras and live translation features.
2025: Meta expanded into sports with Oakley Meta glasses, introducing premium display-equipped versions with a built-in screen.
June 2026: Meta launched its own glasses separate from the Ray-Ban and Oakley partnerships, designed by Meta in collaboration with EssilorLuxottica, a European sunglasses manufacturer. This is the campaign you may have seen lately featuring Kylie Jenner, who has collaborated on a collection of glasses and become the face and voice (the Siri or Alexa equivalent) of the brand.
And no, we’re not here to analyse the Meta Glasses as such, but the fact that Kylie Jenner was the face of the marketing campaign did interest us.
Posting a mix of images, carousels and reels on Instagram, the campaign featured Kylie in similar way to how she captures herself. Of course, this is what the glasses achieve, showing an individual’s point of view.
A video (below) shows her answering a phone call from her mother, Kris Jenner, walking around a walk-in wardrobe as if she’s rushing to get ready to go out, clothes and shoes scattered. A pretty ‘relatable’ moment for most people — women and girls, definitely — even from someone who probably has outfits selected and hung up per day.
A carousel featured several images and clips of Kylie wearing the glasses, styled in different outfits including a dressing gown. It feels very her, like the photo dumps she would share on her own feed: captured on a phone, in glam, short clips giving an insight into her life.
While the comment sentiment (at least from our end) is generally negative — focusing on the downfalls of such a product, and the ‘dystopian’ feel of the campaign — the campaign is quite clever when looking at the authenticity of the ambassador partnership. It feels on-brand for Kylie, someone who has made her career and living out of being on camera and sharing more or less every detail from her life.
Post-campaign period, we’ll be interested to see how she uses the glasses more ‘organically’ as part of her content strategy. Or will it be the classic case of when her contract ends, we are unlikely to see much more?
With so much division around AI and wearable tech (the main force being privacy and surveillance concerns), the decision to put one of the most famous women on the planet at the forefront is quite an obvious choice for Meta.
Retailing at USD$299 (approx. £225), they may not be on every Gen Z’s shopping list, but this is the generation that is definitely most embracing of new technology given they grew up in an era where it was a part of everything they do. And they’re the generation that will buy a pair of Meta Glasses because Kylie is the face of them.
What do you think about the new Meta Glasses and the choice of Kylie Jenner for the campaign?
