Kering is reportedly working with Google, a move that could push the luxury house further into wearable tech
Luxury fashion has always been good at turning simple things into objects of desire. A white shirt becomes a crisp investment piece. A loafer becomes a personality. A pair of sunglasses becomes the difference between “running errands” and “possibly avoiding paparazzi.” Now, Gucci may be taking that idea into tech.
Kering, the French luxury group that owns Gucci, is aiming to launch Gucci-branded smart glasses with Google as early as 2027, according to Reuters. Kering CEO Luca de Meo shared the possible timeline during the company’s capital markets day in Florence, saying the launch could happen “probably next year, 2027.”
The partnership would place Gucci in the growing AI eyewear space, where Ray-Ban Meta smart glasses have already helped make the category more familiar.
Related story: Demna’s first Gucci show is all about the Italian house’s big attitude
Related story: Gucci Spring 2026 unveiled through star-studded film ‘The Tiger’
The move comes as Gucci tries to regain momentum
The possible launch also comes at a turning point for Gucci. The Italian house remains one of the most recognizable names in luxury, but recent years have been challenging, with slower sales putting pressure on Kering to revive the brand.
De Meo has said Gucci needs to return to its most recognizable codes. In his Reuters interview, he pointed to the house’s 105-year history and said Gucci has created aesthetic signatures that people can immediately recognize. He also admitted that “sometimes we haven’t used them and sometimes we have abused them.”
Kering is looking beyond fashion cycles
The reported Google partnership is also part of De Meo’s wider plan for Kering. According to reports, the CEO wants to scale up the group’s eyewear and jewelry divisions, which currently make up only a fraction of its overall revenues.
It also gives Gucci a chance to meet customers in categories that are easier to wear every day. Not everyone is buying a runway look or a major handbag purchase often, but eyewear sits in a more accessible space. It is visible, practical, and still carries status when the design is right.
Luxury is adapting to a more complicated world
De Meo also pointed to the conflict in the Middle East as one reason luxury companies need to adapt more carefully across markets. The conflict has affected luxury sales in the Gulf and travel, showing how quickly global conditions can change the way people spend.
This means luxury brands can no longer assume that one approach will work everywhere. “I really believe that we need to adapt our model in many dimensions to a multipolar world. It’s a different game,” De Meo said.
AI adds another layer to the conversation
The Google partnership also arrives as luxury brands are figuring out how AI should fit into the customer experience. A Vogue Business report on AI and luxury notes that brands are already dealing with different levels of AI adoption, regulation, and consumer comfort across markets.
That is especially relevant for products like smart glasses, which may involve personal data, cameras, audio, AI assistance, or more personalized services. In one market, these features may feel exciting and convenient. In another, they may raise questions about privacy and trust.
Related story: Kering sales plummet more than expected as Gucci’s woes deepen
Related story: Gucci owner sells entire beauty portfolio to L’Oreal for $4.7 billion
The best use of AI in luxury will likely be the kind that supports the human experience instead of replacing it. It can help with recommendations, service, and convenience, but the customer still needs to feel that there is taste, care, and intention behind the interaction.
Gucci and Google’s smart glasses may still be a year away, but the idea already says a lot about where luxury is heading.
The eyewear shown in the photos are existing Gucci styles used for reference. Kering and Google have not yet released the official Gucci smart glasses design.
Related story: Florence forever: Gucci’s Cruise 2026 comes home
Related story: Nadine Lustre’s Jackie 1961 in plexiglass: A showstopper at Gucci’s reopening
Related story: Gucci’s renovated Saint-Tropez boutique is an ode to Cote D’Azur
