Google is helping Gucci become first major luxury brand to launch AI-powered smart glasses

Gucci's parent company, Kering, is set to enter the AI-powered eyewear segment through a partnership with Google. This will mark a major shift in how luxury brands are approaching wearable technology. In an interview with the news agency Reuters, Kering CEO Luca de Meo said the smart glasses could launch as early as 2027, positioning Gucci among the first established luxury labels to explore this category. The move comes as Kering seeks to expand its eyewear and jewellery business, adapt to changing consumer preferences, and respond to increasing competition in both the luxury and tech-driven fashion segments. The planned launch would place Gucci in direct competition with EssilorLuxottica, which already produces Ray-Ban smart glasses in collaboration with Facebook-parent Meta. These developments also indicate a growing overlap between technology companies and traditional fashion houses in the wearables space.When asked about the launch timeline during the Reuters interview on the sidelines of Kering’s capital markets day in Florence, de Meo said, "Probably next year, 2027.”For Kering, the initiative is part of a broader effort to strengthen smaller business segments, such as eyewear and jewellry, which currently account for a limited share of overall revenue but are seen as areas for expansion.The push into AI glasses also aligns with Kering’s wider attempt to reposition Gucci after a period of slowing sales. De Meo indicated that the brand needs to reconnect with its established identity."I think that throughout the 105 years of Gucci's history, they have basically nailed down a few aesthetic codes that are immediately recognisable. And sometimes we haven't used them, and sometimes we have abused them," he told Reuters. He also highlighted broader market challenges, including geopolitical tensions affecting luxury demand in certain regions."I really believe that we need to adapt our model in many dimensions to a multipolar world. It's a different game. I feel like the world is becoming less flat than it used to be. So the whole idea of a luxury brand imposing exactly the same concept everywhere, from Australia to Alaska, maybe it's not relevant in the next couple of decades,” de Mao added.