Gucci Enters the AI Era, Smart Glasses Ready to Launch in 2027

Kering CEO, Luca de Meo (photo: x @FashionUnitedCH)

JAKARTA - The French luxury group, Kering, is preparing to make a big move that could change the face of the global fashion industry. The Gucci parent company is targeting the launch of an artificial intelligence-based smart glasses in collaboration with Google in 2027.

Kering CEO Luca de Meo confirmed the plan in an interview with Reuters on the sidelines of a capital markets day in Florence. "Possibly next year, 2027," he said briefly when asked about the launch schedule.

This move has the potential to make Gucci the first major luxury brand to enter the AI glasses segment - a sector that is now starting to heat up as wearable artificial intelligence-based developments.

Gucci's entry into this space automatically puts Kering in direct competition with eyewear giant EssilorLuxottica, which has already partnered with Meta Platforms to produce Ray-Ban smart glasses.

In other words, the fight is not just about technology - but also about style, brand identity, and who can make AI "look cool".

Gucci's strategy to revive

This project is not just a technological innovation. It is part of Kering's broader strategy to revive Gucci's performance, which had slowed down.

De Meo emphasized the importance of returning to the brand's classic design DNA. "I think that during Gucci's 105-year history, they have an aesthetic code that is very easy to recognize. Sometimes we don't use it, sometimes it's excessive," he said.

In addition, Kering also wants to strengthen the eyewear and jewelry business lines, which have so far contributed a small portion to the group's total revenue.

The World of Luxury in the New Era

De Meo also highlighted the increasingly complex global landscape, ranging from geopolitical conflicts to changes in consumer behavior.

"I strongly believe that we need to adjust our model... the world is becoming out of sync (equivalent) as before," he said.

This means that the old approach - selling the same concept around the world - is beginning to lose relevance. Brands are now required to be more flexible, more local, and more adaptive.

Smart glasses are no longer just a gadget. It is beginning to become a symbol of a major shift: from fashion as aesthetics, to fashion as a technology platform.

If this project is successful, Gucci will not only sell a lifestyle - but also an AI-based digital experience that is directly integrated into the user's daily life.

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