Google is taking a different approach to wearable tech, turning to high-end fashion in an effort to make smart glasses more appealing. The company is reportedly working with Gucci, with a launch expected in 2027 through parent company Kering.

The move highlights a growing belief that design and brand identity may be just as important as technology in this category. Earlier concepts, including Google Glass, struggled to gain traction, partly due to their appearance as much as their functionality.

Photo by Gucci

Google’s current hardware efforts are set to begin with its Android XR glasses, which are expected to arrive sooner with a more conventional frame design. However, the Gucci collaboration signals a shift towards positioning smart glasses as lifestyle accessories rather than purely technical devices.

Other partnerships with eyewear brands have already been announced, but aligning with a major luxury label suggests a stronger focus on fashion credibility. As competition intensifies, particularly against models linked to established eyewear names, companies are exploring how branding and style can influence adoption as much as features.

Featured photo by Gucci