Can anyone look cool wearing $2,000 Snap glasses?

Yesterday, Snap launched its new photos Spec glasses $2195. in Interview with CNBCEvan Spiegel, Snap’s CEO, described the spec as something the company has been working on for more than 12 years, an attempt to “bring computing into the world” and “make it more human.” He positioned it as a device to help people stay more connected to the world around them instead of looking at their phones. People are tired of screens, he said.

As Spiegel spoke, I was struck by how, whenever his head moved, the light caught the lenses perfectly, revealing the hidden outline of the spec screen. It was ironic that Spiegel was talking about screen fatigue and the desire to communicate just as his producer was clearly putting a screen between himself and the interviewer.

But mostly, I was distracted by how goofy the specs were on it.

Fashion is subjective, but specifications are objectively bold and distinctive. They have chunky frames and an angular design vaguely reminiscent of aviators. The arms are huge and seem very heavy above Spiegel’s ears. If there wasn’t any technology at all inside it, I’d say it was a statement piece, something people like Fashion icons Iris Apfel, Karl LagerfeldOr even Edna’s situation The Incredibles.

To be clear, Snap is positioning these devices as an aspirational, high-fashion gadget. Just take a look at the company’s global advertising campaign, shot by fashion photographer Steven Meisel, known for his work with Vogue magazine High fashion houses such as Versace, Valentino, Dolce & Gabbana, Balenciaga, and Loewe. Which models wear specs? Famous models such as Kaia Gerber and Hyun, as well as basketball player Jimmy Butler and musicians Jack Harlow and Imogen Heap. Basically, all people are known for their unique or eclectic sense of style. The problem is that the first rule of wearable technology is that the device must be comfortable — and stylistically versatile — enough for everyday wear. On this front, Snap is setting up these devices so that very few people will wear them.

I firmly believe anyone He can create bold outfits with enough charisma and self-confidence. But in nearly a decade covering smart glasses, I’ve seen time and time again that the bolder the design, the less the average Joe will feel wearing them. Part of the reason the original Google Glass failed was that the design was too reminiscent of glasses Dragon Ball Z Explorer or cyberpunk dystopia. He made it easy to spot you and make fun of you like a glass hole. Likewise, one of the main complaints I’ve heard about… Meta Ray-Ban display sunglasses is that the design was very chunky – and they borrowed a familiar classic silhouette from the Wayfarer. Part of the reason Ray-Ban Meta sunglasses work so well now is because they are Discreet and looks like a regular pair of glasses. This is likely why Google Glass and the upcoming Samsung Android XR will partner with both Warby Parker and Gentle monster. Warby Parker offers a stylish yet simple option, while Gentle Monster is for people with more avant-garde fashion sensibilities.

There is no option to be conservative when wearing specs. This is probably a good thing from a general privacy perspective — you’ll be able to see someone wearing Specs from a mile away. But it is also one of the main reasons why people are self-conscious wont Choose these ever. (The other is the fact that this money is $2,195.) The other problem is that we humans are absurd creatures. These devices sit directly on your face and obscure your eyes, so-called windows to the soul. If you suspect you’ll look like an idiot in these products, you’ll never buy them, even if they are the most miraculous technological product in the world. If there’s even a small chance that wearing these things on a first date won’t give you a second chance, why risk it?

There are other practical reasons why these glasses fail to adhere to the most important rules of wearable design. For starters, the 47mm version weighs 132 grams, while the 52mm version weighs 136 grams. I found that the Meta Ray-Ban screen started to hurt my face after a few hours, and it weighed 69 grams. As a lifelong eyewear wearer, I’ve been surveying optometrists about the ideal weight for eyeglasses for the past three decades. (When you have measly eyeballs and very strong prescriptions, lightweight frames are the perfect solution He should To prevent headaches.) Most of them told me that the ideal weight for lightweight glasses is between 15 and 25 grams. Acetate frames (such as classic Brooklyn hipster glasses) typically weigh between 20 and 35 grams. The weight of smart glasses usually ranges from 40 to 70 grams, and you can definitely feel them after a few hours. In about double At this weight, I can’t imagine the specs being comfortable enough to wear for more than a few hours at a time. This means for those of us who need prescriptions, it can’t be your primary pair of glasses, meaning you’re spending $2,195 to buy a secondary pair of glasses.

I find it impossible to believe that Snap is completely unaware of this. This is probably why she has a penchant for haute couture and refined aesthetics. They know that at this price and at this weight, the specs are not a device that can be a real hit. It’s always been for early adopters, and that’s the crowd that is perhaps most amenable to bolder, more distinctive looks. Momentum is growing in the field of consumer smart glasses. If Snap didn’t want to miss the boat, the idea might be to strike while the iron is hot, and hopefully enough people will come along for the ride to get a second or third generation model that comes close to what the average person actually wants.

Look, some people will look great in these. Meisel’s pictures are sufficient proof of this. But the cold, hard truth is that most of us will sound like Spiegel — partly stupid, partly goofy, and incredibly obvious.