As competition heats up in the smart glasses market, especially with growing demand for generative AI integration, a Prada-branded device could give Meta a unique advantage by appealing to both luxury fashion enthusiasts and tech-savvy consumers, setting it apart in an increasingly crowded space.

There's more coming in that arena, too. The brand are working on a similar collaboration with Oakley, with those said to be aimed at athletes. According to a report from CNBC (via 9to5Google) the brand has taken this stance after seeing Ray-Ban users recording themselves playing sports.