Meta brings Ray-Ban smart glasses to Lakmé Fashion Week, targets creators and designers
Meta introduced its Ray-Ban Meta smart glasses at Lakmé Fashion Week 2026 in Mumbai this week, positioning the wearable as a tool for creators to capture and share runway moments in real time. The collaboration placed select creators in branded red chairs on the front row, where they wore the glasses during key designer showcases.
Eight creators-including Mohak Narang, Vishal Pandey, Aastha Shah, Rohit Khandelwal, Sanket Mehta, Manav & Unnati, and Sufi Motiwala-experienced the runway from a first-person perspective, offering their audiences an alternative view of the event. The setup tested how wearable technology functions as a distribution tool for fashion content.
Meta also hosted a private dinner with leading designers, including Shane and Falguni Peacock, David Abraham, Rakesh Thakore, and Amit Gupta. The gathering allowed the fashion community to test the glasses and discuss connections between design and wearable technology.
Hands-free capture drives engagement
At an interactive installation on the show floor, attendees used voice commands to capture photos. Saying "Hey Meta, take a picture" triggered the glasses' built-in camera, keeping hands free for posing. The platform then converted the images into high-fashion magazine covers.
Sandhya Devanathan, Meta's Vice President for India and South East Asia, said the fashion week represented "a powerful national moment" to introduce the wearable to new audiences. She emphasized how the glasses enable "new forms of creative expression" for creators working in real time.
Why this matters for marketers
The strategy targets two audiences at once: creators who generate content, and designers who benefit from exposure. By placing creators in visible seats and giving them a branded experience, Meta creates incentive for them to share moments from the event-turning attendees into distribution channels.
The approach mirrors how brands have used influencer partnerships at fashion events for years, but adds a hardware angle. Marketers working with creator platforms should note the integration of product placement with functional utility: the glasses weren't just visible, they served a purpose the creators wanted to use.
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