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Google partners with Gucci for luxury smartglasses push

Kering, the parent company of Gucci, is preparing to enter the fast-evolving smart eyewear segment through a partnership with Google. The collaboration is expected to bring AI-powered glasses to market as early as 2027, marking a notable step in the convergence of luxury fashion and advanced technology.

Speaking in an interview with Reuters, Kering CEO Luca de Meo indicated that the company is actively exploring the category as part of its broader strategy to expand beyond traditional luxury offerings. The planned move highlights how established fashion houses are increasingly embracing technology-driven products to stay relevant in a rapidly changing consumer landscape.

Luxury Meets Wearable Tech

The proposed launch would position Gucci among the first major luxury labels to introduce AI-enabled smart glasses. The initiative also reflects Kering’s effort to strengthen its eyewear and jewellery divisions, which currently contribute a smaller share of overall revenue but are seen as high-growth segments.

At the same time, the entry into smart eyewear would place Kering in direct competition with EssilorLuxottica, which has already partnered with Meta to develop connected glasses under the Ray-Ban label. The increasing overlap between technology firms and fashion brands underscores a broader industry shift toward integrated, experience-driven products.

Strategy to Revive Growth

The push into AI-powered eyewear also aligns with Kering’s ongoing efforts to reposition Gucci following a period of slower sales growth. According to Luca de Meo, the brand aims to reconnect with its core design identity while adapting to evolving global market dynamics.

He noted that luxury brands may need to rethink a one-size-fits-all approach as consumer preferences become more region-specific in a changing geopolitical environment. This shift, he suggested, will require greater flexibility in both product strategy and brand positioning.

While detailed specifications of the smart glasses have not yet been disclosed, the planned collaboration signals a growing trend where innovation, AI, and fashion intersect—potentially redefining how consumers engage with luxury products in the coming years.