Google seems convinced that partnering with luxury fashion brands may be the key to making AI-powered smart glasses truly popular among consumers.

According to various sources, the tech giant has reached an agreement with Gucci to develop smart glasses that combine cutting-edge technology with an attractive, sophisticated design. Based on information reported by Reuters, Kering —Gucci’s parent company— plans to launch the device sometime in 2027.

At the same time, Google’s first Android XR glasses, internally known as “Project Aura,” are expected to be released later this year. Their aesthetic closely resembles Meta’s popular Ray-Ban smart glasses: thick black frames with a conventional look. With this product, Google begins its second major attempt in the smart glasses arena, following the well-known commercial failure of Google Glass over a decade ago.

Last year, the company also announced partnerships with Warby Parker and Gentle Monster to manufacture smart glasses, though none of those brands carry the same prestige or renown as Gucci. Unlike many other tech gadgets, smart glasses need to be visually appealing in order to succeed in the market. That is why teaming up with a luxury brand like Gucci could give Google a competitive edge over the Meta Ray-Ban line.

Furthermore, collaborating with fashion brands allows tech companies to market their devices under names that consumers may find more approachable or appealing. As recently stated by Evan Spiegel, CEO of Snap: “I don’t think the Meta brand is something people want to have near their face.”

By: Nestor Castillo, ForAllTechNews Director