In an intriguing collaboration, Google is teaming up with the high-fashion brand Gucci to create a pair of AI-driven smart glasses that aim to combine technology with style. Expected to hit the market in 2027, this venture is spearheaded by Gucci’s parent company, Kering, as reported by Reuters.

This partnership marks a significant step in Google’s journey into the realm of wearable technology. Google’s initial foray, known as “Project Aura,” is anticipated to debut this year with Android XR glasses. These glasses, reminiscent of Meta’s Ray-Ban models, will feature robust, black plastic frames. This release signals Google’s renewed attempt at smart glasses, following the lackluster reception of Google Glass more than ten years ago.

Previously, Google sought collaborations with eyewear brands like Warby Parker and Gentle Monster, although neither possesses the luxury appeal associated with Gucci. For smart glasses to gain traction, they must transcend mere functionality and venture into the realm of fashion. By aligning with a prestigious brand like Gucci, Google aims to carve out a competitive edge against Meta’s Ray-Ban offerings. This strategy also reflects a broader industry trend where tech companies leverage fashion collaborations to enhance their products’ desirability. As Snap CEO Evan Spiegel noted, the Meta brand may not be one people are eager to associate with their personal style.