After experiencing multiple setbacks with early products like Google Glass and Daydream VR, Google has finally announced its return to the smart glasses race with great momentum at the Google I/O 2025 developer conference. This return not only brings the powerful computing power of Gemini AI but also incorporates the next-generation Android XR operating system, aiming to reconstruct the landscape of intelligent wearables with an “AI+AR” dual-engine approach. What’s most attention-grabbing is Google’s announcement of forming a cross-industry ecosystem alliance—from luxury giants to consumer electronics brands, a cross-disciplinary experiment between technology and fashion has quietly begun.
This cross-industry ecosystem alliance boasts a luxurious lineup, including the luxury pioneer—Kering Eyewear under the Kering Group, with expectations that brands like Gucci, Balenciaga, and Saint Laurent might enter the AI smart glasses market, infusing “smart accessories” with luxury attributes. Additionally, there are consumer electronics giant Samsung, American fashion eyewear brand Warby Parker, and Korean eyewear trendsetter Gentle Monster. Samsung’s involvement brings the synergy of mobile chip and display technology, with its advancements in flexible screens and battery management promising to address industry pain points such as short battery life and wearing comfort in smart glasses. As for Warby Parker and Gentle Monster, they represent the affordable fashion and trend design tracks, respectively. The former has a mature online and offline store model, accumulating a large user base; the latter’s design strength injects an aesthetic gene into tech products.
Google’s strategy is similar to Meta’s, partnering with brands that have established distribution channels and recognition to lower the entry barrier for users and enhance purchase desire! Is this the moment Google finally shines in the smart glasses field? What do you think?