Google is partnering with Gucci, via parent company Kering, to launch luxury AI smart glasses in 2027.
This follows Google's first Android XR glasses, Project Aura, arriving later this year with chunky black plastic frames nearly identical to Meta's Ray-Ban model. Google already has smart glasses deals with Warby Parker and Gentle Monster. The Gucci play is a direct acknowledgment that aesthetics killed Google Glass, not the technology.
The full Reuters report includes comments from Kering's CEO and timeline specifics worth reading. The question it raises, whether luxury branding can solve the social stigma that buried Glass in 2013, is the real story here.
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