Kering, Gentle Monster, Warby Parker partner with Google for smart eyewear
Smart glasses were a big topic of conversation a decade ago but interest in them seemed to fizzle out as the tech didn't quite meet consumer perceptions. 2025 is very different though as AI is having an impact.
They're back on the agenda and following news that Google is partnering with Xreal on the first specs to run an AR version of its operating system, comes further news that French luxury giant Kering, South Korean eyewear specialist Gentle Monster and America's Warby Parker are all linking up with Google to apply the tech to their products.
First Kering. It's just announced a partnership with Google for the development of AI-powered glasses with Android XR, 'combining cutting-edge design, intelligent features, and human-centric technology in one device'.
We're told the collab 'marks a new chapter in design smart glasses as it will leverage the undisputed high-end eyewear expertise of Kering Eyewear and Google's revolutionary technological innovations within extended reality'.
Aimed at 'seamlessly integrating into everyday life', the smart eyewear will feature 'intuitive, personalised AI-driven functions enabling users to engage with their environment in new and meaningful ways. From smart interaction to contextual awareness, every detail will be crafted to deliver a forward-looking experience, all while elevating beauty, style, and wearability'.
Roberto Vedovotto, founder, president, and CEO of Kering Eyewear, stressed that 'together, we are shaping a product that people will want to wear: a pair of masterfully designed, high-quality, stylish glasses that unlock the potential of artificial intelligence, while redefining the way of interacting with both the real and virtual worlds.'
Meanwhile, Gentle Monster is also one of Google's first partners for Google's smart eyewear via Android XR with the announcement of the link-up repeating some of the same sentiments expressed by Kering.
The deal was announced at Google's I/O 2025 and it said it 'has sparked considerable anticipation for the eyewear that will showcase cutting-edge smart technology alongside the refined aesthetics of Gentle Monster'.
The South Korean firm was founded in 2011 and has always been known for its innovation plus fashion focus so it's perhaps unsurprising that it's one of the first brands to embrace the new tech.
As for Warby Parker, it's also known for embracing innovation and it too is a Google partner on smart eyewear. Its shares jumped on Tuesday after that fact was revealed so investors are clearly more convinced about the virtues of smart eyewear tech than they were a decade ago.
The functionality of the eyewear all these partners will be marketing seems similar to what was planned in the middle of the last decade but the chances of the tech working well are much stronger today.
Think messaging, satnav, scheduling appointments, language translations, taking photos and more with the added appeal of advanced AI, which simply was't an option in 2015.
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