Google has launched its new generation of smart glasses with a focus on style, partnering with renowned brands including Samsung, Gentle Monster, and Warby Parker. This announcement was made during the company’s I/O developer conference, indicating a strong commitment to creating fashionable smart eyewear.
The collaboration with these brands signals Google’s intention to prioritize aesthetics in this new initiative. Warby Parker is celebrated for its direct-to-consumer model, providing stylish and affordable eyewear. On the other hand, Gentle Monster has gained popularity, especially among Gen Z, for its avant-garde designs and is a favorite among fashion icons such as Kendrick Lamar, Beyoncé, Rihanna, Gigi Hadid, and Billie Eilish. This partnership suggests that the Android XR smart glasses will cater to both everyday use and trendier styles.
Google is also leveraging Samsung’s expertise in hardware for the development of the XR glasses. Shahram Izadi, Google’s VP of XR, mentioned in a blog post that the partnership aims to extend beyond traditional headsets, indicating a strong move towards glasses as a more versatile device. The initial Android XR-enabled glasses will be produced by Xreal, under the project name Project Aura.
The capabilities of these XR glasses have been showcased by Google, emphasizing their integration with the Gemini AI system. The prototype models have been equipped with features including cameras, microphones, and speakers, allowing users to capture images, navigate with real-time directions, and perform language translations. These demonstrations have gradually been shared with the public over recent months, aligning with prior previews experienced during a hands-on event with Android XR.
The strategic direction taken by Google appears to mirror approaches adopted by Meta, particularly its successful Ray-Ban smart glasses. Meta reported in February that it had sold 2 million units of these glasses, promoting them as the ideal platform for AI functionalities. This success highlights the importance of aesthetics in attracting consumers to smart eyewear.
While the demand for fashionable smart glasses remains to be fully realized, there is compelling evidence that consumer acceptance hinges on their visual appeal. Meta’s Ray-Ban smart glasses have demonstrated that people are more likely to embrace eyewear that resembles conventional frames. With Meta’s recent releases, including limited edition versions that capitalize on fashion trends, the market for stylish smart glasses is gaining momentum. Reports also suggest future collaborations may include Oakley versions aimed at athletes.
