Gucci and Google to produce smart glasses in partnership

The famous luxury fashion house Gucci plans to produce smart glasses based on artificial intelligence capabilities in collaboration with Google by 2027, Zamin.uz reports.

This news signifies the major brand's first entry into the technological wearable devices market. The new product is expected to be a serious competitor to the Ray-Ban smart glasses created through the partnership between Meta and EssilorLuxottica.

This project represents a second chance for Google to return to the field of wearable technologies following the unsuccessful Google Glass experiment ten years ago. Additionally, the company is expected to introduce its first glasses running on the Android XR system, currently known as Project Aura, by the end of this year.

Industry experts emphasize that appearance and style are of decisive importance for the widespread adoption of smart glasses. Although Google has previously collaborated with brands such as Warby Parker and Gentle Monster, the agreement with Gucci provides the necessary prestige to gain an advantage in the competition with Meta.

Snap CEO Evan Spiegel noted that collaborating with fashion brands allows technology corporations to leverage renowned names. In his view, modern consumers do not want to see large corporate logos on their faces, which is why the fusion of fashion and technology increases the attractiveness of products.