Meta CEO Mark Zuckerberg has undergone a makeover: he’s grown out his hair, gotten a tan and wears a gold chain. When he’s not posting shirtless workout pics, he’s replaced his standard grey T-shirt with streetwear. He’s also now wearing Ray-Bans.

It’s no coincidence; his company is undergoing a fashion makeover, too. Meta’s smart glasses, made in partnership with Ray-Ban, debuted its second generation last year and have since emerged as the first in the fledgling smart glasses product category to show potential to go mainstream, minting Meta into an aspiring fashion company. Perhaps improbably, Meta’s glasses have garnered interest among those who might normally not be open to wearing a computer on their face.

The Ray-Ban Meta glasses, first introduced as ‘Ray-Ban Stories’ in September 2021, can capture hands-free videos and photos, and can live stream via Instagram and WhatsApp; open-ear audio allows for calls and music while hearing the ambient outside world. Meta has not disclosed sales figures, but shipments have more than doubled from the first to the second quarter of this year, according to estimates from data insights firm IDC, which reports that Meta has shipped at least 700,000 pairs. This is exciting for those pursuing a long-held vision for a device that breaks through in a way that hasn’t happened since 2015’s Apple Watch.