Google has acquired a 4% stake in Gentle Monster, the South Korean luxury eyewear brand. The collaboration aims to develop a new smart glasses model, slated for release in 2026. This initiative seeks to integrate extended reality (XR) technology into a fashionable accessory, moving beyond previous attempts like Google Glass.
The new device will operate on Android XR, Google's platform for extended reality devices. It will also feature integration with Gemini artificial intelligence. Samsung will handle the hardware, while Gentle Monster and Warby Parker will collaborate on the aesthetic design.
This investment signifies a strategic shift for Google, aiming to position smart glasses as a fashion accessory. Gentle Monster, founded in 2011, has redefined eyewear design through artistic collaborations, including partnerships with celebrities like Jennie and Gigi Hadid. In 2024, the company reported significant revenue and operational profit.
This alliance places Google in competition to lead the next generation of smart glasses. Competitors include Meta, in collaboration with Ray-Ban, Oakley, and Prada; Apple, with its own chip-integrated glasses design; and Snap, preparing to launch its Specs model in 2026.