French luxury group Kering, the parent company of Gucci, plans to launch luxury smart glasses developed in partnership with Google, according to CEO Luca de Meo. The product is expected to debut as early as next year and will be positioned as a high-end wearable combining fashion design with artificial intelligence features.
The initiative is part of Kering’s broader strategy to expand beyond traditional fashion into eyewear and technology-driven accessories, a segment the company already participates in through its Kering Eyewear division. The planned glasses would compete in a growing market that includes Meta’s Ray-Ban smart glasses and upcoming AI-powered devices from other tech firms.
According to company leadership, the collaboration with Google is intended to merge luxury craftsmanship with digital functionality, potentially including AI-assisted features such as voice interaction, photography, and real-time information access. The move reflects a wider industry trend where tech companies and fashion brands are increasingly partnering to create wearable devices that blend style with connectivity.
Kering has been undergoing a broader turnaround effort under de Meo, with a focus on improving Gucci’s performance, reducing operational costs, and strengthening high-margin segments like eyewear and jewelry. The smart glasses project is viewed as part of this repositioning strategy to modernize the brand portfolio and attract younger, tech-oriented consumers.
The announcement also highlights intensifying competition in the smart eyewear market, where firms such as Meta, Google, Samsung, and luxury eyewear groups are racing to define the category. Analysts say the success of such devices will depend on balancing aesthetics, battery life, and practical AI features that appeal to mainstream users.
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