Speculation is mounting that Meta could be preparing to launch a Prada-branded version of its AI glasses. This possibility emerged after Mark Zuckerberg and his wife, Priscilla, were seen in the front row at Prada’s Fall/Winter 2026 Fashion Week show in Milan on Thursday. The social media executive was observed speaking with Lorenzo Bertelli, Prada’s Chief Merchandising Officer and the son of head designer Miuccia Prada.

While Zuckerberg has focused on refining his public image in recent years, including through a more polished wardrobe, his attendance likely points to an upcoming collaboration rather than a simple interest in fashion. Reports from CNBC last summer indicated that Prada AI glasses were in development alongside other projects. Meta has not made any official announcement regarding such a partnership. The company has also not responded to inquiries about Zuckerberg’s presence at the Milan event.

EssilorLuxottica, the French-Italian eyewear company behind Ray-Ban, has partnered with Meta on these advanced devices since their initial launch under the Ray-Ban Stories brand. This month, the company revealed it sold more than 7 million AI glasses in 2025, a significant increase from 2 million the previous year. These sales encompass both the Ray-Ban Meta and Oakley Meta models, with the latter geared toward athletic users.

Now, Prada AI glasses appear to be the next logical step, especially since Prada and EssilorLuxottica recently renewed their licensing agreement for eyewear under the Prada and Miu Miu brands for the next decade. This renewed deal commenced at the start of this year and extends through December 31, 2030, as confirmed in a press release from December 2024.

Introducing Prada AI glasses would allow Meta to enter the high-fashion segment, a market not currently addressed by its Oakley or Ray-Ban lines. Establishing the glasses as a luxury symbol could also enhance Meta’s overall brand perception.

However, there are growing concerns about whether AI glasses align with current consumer sentiment, which has seen a backlash against surveillance devices. This trend has recently led individuals to remove Ring doorbells and destroy Flock cameras. In light of this shift, Meta may be reevaluating plans to incorporate facial recognition features into its glasses, as recently reported by The New York Times.

That news drew criticism toward what had been a relatively successful tech product and even inspired a developer to create an app that alerts users when someone wearing AI glasses is nearby.