Google is collaborating with the luxury brand Gucci to launch an AI smart glasses with fashion attributes. It hopes to use the appeal of high-end fashion brands to make smart glasses truly a device that people are willing to wear every day. According to Reuters, citing Gucci parent company Kering, the co-branded smart glasses are expected to be launched in 2027.
Prior to this, Google will launch its first Android XR glasses "Project Aura" this year. This device uses a similar design language to Meta Ray-Ban smart glasses and is equipped with a thick black plastic frame. It is regarded as Google's "second attempt" in the field of smart glasses after the failure of Google Glass more than a decade ago.
Google has announced in recent years that it is cooperating with eyewear brands such as Warby Parker and Gentle Monster to develop smart glasses products. However, in comparison, the popularity of these brands at the mass level still lags behind Gucci. Considering that smart glasses are different from ordinary consumer electronics, their acceptance largely depends on whether their appearance is fashionable enough. Google is betting on cooperating with luxury brands like Gucci to gain an advantage in competition with the Meta Ray-Ban series.
The co-branding of technology companies and fashion brands can not only bring about appearance designs that are more in line with user aesthetics, but also give products different brand labels. As Snap CEO Evan Spiegel recently said, "Meta is not a brand that people want to wear on their faces." In this context, Google's cooperation with Gucci is seen as a key attempt to endorse smart glasses with a high-end fashion image.