Google is reportedly partnering with eyewear company EssilorLuxottica to boost the appeal of its smart glasses, including through a collaboration with luxury fashion brand Gucci.
According Google is collaborating with Gucci to introduce Android XR-based glasses with the fashion house's signature design touches. This approach is similar to Meta's strategy, which markets smart glasses under the Ray-Ban and Oakley brands.
This information was conveyed by Gucci CEO, Luca de Meo, who said that the collaborative device would only be released in 2027. Thus, the product is not expected to be included in the initial launch of Google's Android XR glasses which are scheduled to be introduced this year.
Also read: Apple tests four smartglasses designs to be released in 2027
Compared to Ray-Ban, Gucci operates in a more premium fashion segment. Therefore, Gucci-branded smart glasses are expected to target the high-end market and have a higher price tag than Google's initial product, developed in partnership with Warby Parker and Gentle Monster.
So far, there's not much information about the design or specific features of the Gucci smart glasses, other than the stylistic differences. However, this move demonstrates Google's efforts to position its products not just as technology devices but also as lifestyle accessories.
This strategy is considered a combination of Meta and Apple's approaches. Since 2015, Apple has marketed the Apple Watch Hermès at a price point exceeding US$1,000, in collaboration with fashion brand Hermès.
