Mark Zuckerberg said Meta partnered with Kylie Jenner for its new AI glasses because she is 'a fashion icon', a move that critics argue normalises surveillance technology by framing it as aspirational and cool. The Meta Glasses, unveiled in late June, feature built-in cameras, speakers, and microphones, allowing wearers to livestream, take hands-free photos and videos, make calls, listen to music, and access Meta AI. The safety and privacy concerns are significant: inconspicuous wearable tech that can record people without their knowledge puts individuals, particularly women and girls, at risk of indecent filming.
Influencers Turn Security Footage into Content
The launch comes amid a rise in in-home CCTV social media content and influencers using security cameras for 'fit checks'. British fashion personality Alexa Chung shared an Instagram carousel with her 6 million followers showing outfits through screenshots from her home security camera. Rita Ora commented, 'Good angle keep this series going', and Ring, the Amazon-owned security company, commented, 'Fit checks on Ring cam? Next level.' This trend, while seemingly innocuous, points to a normalisation of surveillance.
Dystopian Advertising and Privacy Concerns
Ring's Super Bowl ad earlier this year, which told a story of finding a lost dog using neighbours' Ring cameras and AI tools, was intended to be heartwarming but instead highlighted how the company leeches onto communities. Its facial recognition software and partnerships with local law enforcement are deeply concerning. Meanwhile, tech modders have found ways to disable the Meta Glasses' recording light, known as 'stealth mode', raising further privacy issues.
Feminised Marketing to Pacify Concerns
Meta's marketing for the glasses has been distinctly feminised, tapping Kylie Jenner, DJ Peggy Gou, and fashion influencers Victoria Paris and Lara Bussmann to promote the frames. The marketing collateral reads more like a fashion editorial than a tech product launch. 'We partnered with Kylie. She's such a fashion icon that it was just really fun getting a chance to work on this with her,' Zuckerberg said in an Instagram Reel. Jenner added, 'We love a tech moment.' This redirection is intentional: branding AI glasses as aspirational and fashion-forward aims to pacify their entry into the mainstream world.
Facial Recognition and Broader Surveillance Trends
Just last month, Meta was exposed by Wired for quietly incorporating facial recognition technology into its Meta AI app. The code, known internally as NameTag, could allegedly identify people captured by Meta Glasses. Meta deleted the code after the news broke, but it is unclear when or if this tech will return. Broader surveillance trends include Coles' partnership with US spy tech company Palantir for security methods such as smart gates and in-aisle motion sensors. Palantir even has a lifestyle merch brand, complete with chore coats and caps.
Conclusion: A Modern Panopticon
'We're in a modern panopticon, willing participants in our own policing,' wrote Maggie Zhou, a Melbourne-based writer and fashion sustainability advocate. 'I don't want to see surveillance tech continue to get the Instagram treatment. I don't want to see it be rebranded into something harmless, or worse, glamourised as chic.' The normalisation of surveillance through fashion and influencer culture raises urgent questions about privacy and consent in an increasingly monitored world.
