Google and Gucci Forge Unlikely Alliance for 2027 Smart Glasses

Google is turning to high fashion in its latest bid to make smart glasses a mainstream accessory. The company has reportedly struck a deal with Gucci to develop a co-branded pair of AI-powered glasses, targeting a 2027 release. This move signals a clear strategy: if the technology hasn't convinced the public, perhaps a luxury label will.

The initiative follows Google's planned 2024 debut of its Android XR glasses, codenamed 'Project Aura,' which bear a strong resemblance to Meta's Ray-Ban smart glasses. While Google has existing partnerships with eyewear makers Warby Parker and Gentle Monster, the Gucci collaboration represents a significant escalation in brand prestige. The underlying belief is that for wearable technology to succeed on the face, it must first pass as desirable fashion.

This partnership also offers a subtle branding advantage. By placing a storied fashion house name front and center, Google can distance the product from the commercial tech sphere. The approach echoes sentiments from other industry players, including Snap's Evan Spiegel, who has suggested consumers are wary of having prominent tech logos so close to their eyes. For Google, still shadowed by the cool reception of its earlier Google Glass, a Gucci seal of approval might be the style credential it needs.

Source: The Verge