Kylie Jenner Meta glasses branded ‘fascist’ in new campaign as backlash increases

Campaign near Meta headquarters reignites debate over AI wearables, surveillance concerns and digital privacy

Kylie Jenner's collaboration with Meta on a new line of AI powered smart glasses has become the centre of a growing public backlash, with privacy campaigners accusing the technology of pushing surveillance into everyday life.

The criticism intensified after activist collective Everyone Hates Elon unveiled a protest campaign near Meta's London headquarters. The group replaced the glamorous messaging associated with the advertising campaign by installing holographic versions of promotional posters that displayed the warning "we're always watching" when viewed from the front.

Images and videos of the campaign quickly spread across social media, prompting fresh debate over the capabilities of AI enabled wearable technology and whether existing privacy protections are sufficient.

In a post shared on Instagram, the activist group criticised the glasses by writing, "Recording everything we see and do constantly? It's giving fascism, not fashion, @kyliejenner hun."

 

 

 

 

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The group also referred to recent reporting by the Financial Times, which said Meta is exploring future AI glasses capable of continuously recording audio while automatically capturing photographs at regular intervals. Those reported plans have added to concerns about how wearable AI devices could be used in public spaces. Meta has not announced that such features are part of the current Kylie Jenner branded product.

The limited edition smart glasses, created through Meta's partnership with Ray Ban and promoted by Jenner, retail for $399. They include AI assisted features, a built in camera and voice activated functions similar to previous Meta smart glasses.

Everyone Hates Elon expanded on its objections in a statement provided to HuffPost. A spokesperson argued that wearable cameras could potentially be misused to record people without their knowledge or consent, particularly women and young people.

"Meta and Ray Ban's new AI glasses can be used to secretly record women and young people for sexual reasons. Simply put, that's abuse," the spokesperson said.

The statement also criticised Meta's wider approach to user privacy, claiming the company has spent years collecting online data and is now seeking to expand that reach into the physical world through wearable technology.

The group further questioned the priorities of technology billionaires, saying resources could instead be directed towards tackling major global health challenges.

The backlash has not been limited to activist organisations. Singer Lorde also voiced her scepticism about AI glasses during a performance at MAD COOL in Madrid. While she did not mention Jenner directly, she criticised the broader category of wearable recording technology.

Speaking to the audience, Lorde reflected on the growing difficulty of distinguishing reality from technology driven experiences before adding, "For the record, fuck the glasses. Do not get the glasses. Not sexy."

Neither Jenner nor Meta had publicly responded to the latest protest campaign at the time of reporting.