Google Eyes Fashionable Future: The Gentle Monster Play in Smart Eyewear

In a bold move to enter the fashionable wearables market, Google has acquired a 4 percent stake in South Korean eyewear brand Gentle Monster, valued at around 107.3 million euros. This puts Google directly in competition with Meta for dominance in the growing augmented reality (AR) eyewear space. Gentle Monster, known for its distinctive, artistic eyewear and collaborations with major fashion houses like Maison Margiela, will now lead the design of a new line of XR (extended reality) glasses. These glasses, expected in 2026, will feature Google's AI and Android XR systems, developed with Samsung and powered by Google’s Gemini AI.

This isn't Google's first attempt at smart glasses. Their previous product, Google Glass, failed due to privacy concerns, an awkward design, and a lack of clear purpose. What's different now is the significant progress in AR technology, smaller components, and a key realization: wearables need to be as stylish as they are functional. This partnership reflects the smart glasses market's shift from a novelty to a serious industry for major tech players. Meta's success with Ray-Ban Meta frames showed how important the blend of fashion and tech has become. Google's deal with Gentle Monster aims to push this even further, prioritizing style in product design. For Google, this is a chance to combine advanced technology with a cool, cultural image. For Gentle Monster, it’s a huge step from a niche fashion brand to a global tech collaborator, ready to redefine smart eyewear.