Google to release smart glasses in collaboration with Gucci in 2027, according to the CEO of Gucci's parent company.

The CEO of Kering , which owns the luxury fashion brand Gucci , has stated that they plan to release Google-made smart glasses through Gucci.

Gucci-owner Kering aims to launch luxury Google glasses next year, CEO says | Reuters
https://www.reuters.com/business/gucci-owner-kering-aims-launch-luxury-google-glasses-next-year-ceo-says-2026-04-16/

Gucci-branded Google smart glasses are coming next year | The Verge
https://www.theverge.com/gadgets/913523/google-gucci-ai-smart-glasses-2027

Kering CEO Luca de Meo has revealed that Gucci aims to launch Google-made smart glasses. Reuters reports that if Gucci collaborates with Google on smart glasses, it will compete with Meta in the smart glasses market.

Ray-Ban Meta is finally going on sale in Japan, and prescription AI smart glasses 'Ray-Ban Meta Optics Styles' have also been announced - GIGAZINE

When asked about the launch date of Gucci's smart glasses at an event in Florence, Italy, CEO De Meo replied, 'Probably 2027.' Reuters explains that this move is part of a broader strategy to expand Kering's eyewear and jewelry division (which accounts for only a small portion of the group's overall revenue) and protect the popular brand Gucci from the 'changing fashion tastes' that are hitting it.

Reuters has reached out to Google for comment, but has not yet received a response as of the time of writing.

Google's first Android XR-compatible smart glasses, 'Project Aura,' were announced in May 2025. Project Aura is reportedly scheduled for release in 2026, and is rumored to feature a thick, black plastic frame, very similar to Meta's smart glasses, the Ray-Ban Meta . This will be Google's second attempt at entering the smart glasses market, as their AR glasses, Google Glass , were unsuccessful the first time.

Google announces 'Project Aura,' Android XR-compatible smart glasses developed in collaboration with XREAL; the Android XR development kit is also expected to evolve, and the number of compatible devices will increase - GIGAZINE

Google has also announced partnerships with eyewear brands Warby Parker and Gentle Monster regarding smart glasses in 2025. However, technology media outlet The Verge points out that neither brand is as well-known as Gucci.

Furthermore, The Verge points out that 'unlike many other technology products, smart glasses need to be stylish to gain popularity, so partnering with a luxury brand like Gucci is a necessary element for Google to compete with Ray-Ban Meta.'

Snap CEO Evan Spiegel commented on Meta's smart glasses, saying, 'I don't think they're something people would want to wear close to their face,' suggesting that the industry is looking for smart glasses with a more sleek appearance.