The Race for Fashion Smart Glasses Is On

Like them or not, smart glasses are emerging as a major trend from more companies than it feels possible to even keep track of. With Meta already releasing waves of glasses over the last year and having more on deck for this year, and Google prepping its own, more fashion brands are entering the mix. Apparently, Gucci is one of them.

Gucci-branded, Google-powered Android XR smart glasses are coming next year, Luca de Meo, CEO of fashion eyewear-maker Kering, told Reuters on Thursday. 

This isn’t a surprise since Kering — which manufactures multiple fashion eyewear brands, including Gucci — already announced its Android XR glasses partnership a year ago. But it’s a sign that many other familiar brands are now moving fast to develop smart eyewear, whether with Meta, Google or others.

Reebok has prescription-ready smart eyewear, made with Lucyd, and Meta’s own Oakley-branded sports gear is aiming for similar territory. Reports have been floating for over a year that EssilorLuxottica, Meta’s major eyewear partner, could be announcing more brands in its portfolio coming on board beyond just the existing Oakley and Ray-Ban smart glasses. Prada, another luxury brand in the Gucci zone, could still be next.

Google is also expected to debut its line of smart glasses this year, alongside Warby Parker and Korean fashion brand Gentle Monster.

The smartwatch precedent for smart fashion glasses

It reminds me heavily of what happened with smartwatches about a decade ago. When Google launched Android Wear (now Wear OS) smartwatches, a ton of fashion brands that also partnered: Tag Heuer, Montblanc and Fossil Group come right to mind. 

Over time, the number of fashion smartwatches faded as more companies vanished or got acquired, and major tech companies started to take over with their iconic brands. It’s more of a tech brand-driven smartwatch world now.

Apple is expected to launch its own smart glasses in the next year, and they’re likely to be made by Apple… but fashion partnerships could still pop up, too. Apple already has Hermès and Nike Apple Watch variants with custom bands. 

Smart glasses still feel like they ride outside the standard eyewear space, but more prescription-friendly models should be the next trend. It’ll have to happen because anyone who’s already wearing glasses and wants to switch will be expecting it. 

I’m sure a lot more are coming, especially with Meta and Google being so ready to find fashion partners, and Apple looming. And EssilorLuxottica, as well as Kering, have a lot more brands in their portfolios that haven’t even begun to be tapped.