Any regular attendee of Milan Fashion Week know what to expect in the first row: a perfectly choreographed ecosystem of K-pop idols, internet stars and Hollywood actors with million-dollar contracts. However, at the presentation of the Prada Fall/Winter 2026 women’s collection, a figure appeared which at first glance seemed like a mistake in The Matrix: Mark Zuckerberg. As the magazine points out GQthe usual fashion audience is undergoing a metamorphosis and the technological elite is reclaiming its place in the spotlight, as demonstrated the appearance by Jeff Bezos in Jonathan Anderson’s debut for Dior.
However, the founder of Meta did not finish blending in with the environment. As described The Times With a certain British irony, Zuckerberg looked tense in front of the flashes, like “someone who has ever heard of the concept of sitting on a bench, but has never tried it,” awkwardly spreading his fingers over his pants and not really knowing where to look as the models paraded.
But what are the Silicon Valley elite doing there? Despite its recent change of image – which some have dubbed the Zuckaissanceleaving behind his uniform of gray t-shirts for Balenciaga clothes and gold chains—his presence in Milan does not respond to the mere whim of a shopping tourist. It’s a top-notch corporate chess move.
As detailed The Timesthe key was in the seating arrangement (the coveted Frow either front row). Zuckerberg was not placed next to any random celebrity, but strategically shoulder to shoulder with Lorenzo Bertelli, Prada’s marketing director and son of designer Miuccia Prada. At his side, his wife, Priscilla Chan, shared confidences with none other than Andrea Guerra, executive director of the Italian brand. Besides, they fulfilled the aesthetic duties completely changing her style for the sobriety of Prada.
lhaute couture as a Trojan horse. All this social choreography points in a single commercial direction. According to the CNBCMeta and Prada are collaborating closely to launch luxury smart glasses powered by artificial intelligence. The corporate bridge that connects Silicon Valley with Milan is already built. Goal has been collaborating for years successfully with EssilorLuxottica, the Franco-Italian giant that manufactures the current Ray-Ban Meta. Glasses that, by the way, will reach the not inconsiderable figure of 7 million units sold in 2025. Given that EssilorLuxottica has just renewed its licensing agreement with Prada until the 2030s, the triangulation of the business is evident.
The goal of this maneuver is to legitimize personal surveillance technology through exclusivity. As explained TechCrunch, Bringing AI to high fashion fills a niche that more sporty or casual brands like Oakley and Ray-Ban can’t reach. Consolidating these glasses as a symbol of status and luxury is the definitive step to benefit the global image of the Meta brand.
The technological muscle behind the design. For a Prada product to make sense, the technology inside cannot fail, and this is where the specialized technology media provides the crucial context. As explained in an in-depth analysis by my colleague Lacort in Xatakahe hardware The current Ray-Ban Meta is brilliant—fantastic as speakers and great as a discreet camera—but its software is the weak link. Your “Meta AI” assistant currently feels like a “clueless intern” suffering from a lack of context and erratic responses.
To solve this and live up to a luxury label, Meta has taken out the checkbook. Another recent report by Xataka details that the company has just signed a multi-million dollar agreement with NVIDIA to acquire its new generation of server infrastructure (the Rubin architecture and Grace processors). Mark Zuckerberg knows that to sell the glasses of the future he needs to achieve what he calls “personal superintelligence”, processing data in real time without the current glitches, whatever the cost.
The elephant in the room. Despite the change of look and multi-million dollar investment, Meta faces a challenge that fashion cannot easily hide. Just a few days before sitting on the catwalk, the owner of Meta was testifying in a Los Angeles courtroom in a landmark trial over social media addiction. Most ironic of all, the judge threatened to hold her team in contempt for showing up in the courtroom wearing Meta glasses equipped with a camera, in a place where recording is prohibited.
As he warns TechCrunch, Prada glasses will arrive at a time of growing citizen rejection of constant surveillance devices. Society is beginning to react against invasive technology. The rejection is so real that, as the media highlights, there is already a developer who has created a mobile application exclusively to notify you if someone around you is wearing AI glasses. This raises serious doubts about whether Meta will dare to incorporate controversial features such as facial recognition, something that The New York Times He already suggested that it was under study.
Does the devil wear Prada? At the end of the parade, one detail did not go unnoticed. As observed Business InsiderZuckerberg was not wearing his signature Meta smart glasses while sitting in the front row. And he didn’t need it. The photograph of him sitting next to Prada’s leadership was the message in itself.
Silicon Valley has finally understood that to convince millions of people to wear a camera, microphone and AI on their faces every day, design matters as much as microchips. The next great technological revolution will not be announced in an aseptic California auditorium with a presenter in jeans; It is being decided right now, under the spotlight on the Milan catwalk.
Image | José Goulao and Mark Zuckerberg
Xataka | AMD wants to be the great alternative to NVIDIA in AI chips, and Meta has a plan that involves both
GIPHY App Key not set. Please check settings