Think wearable tech is a fading fad? Think again.
In a bold and stylish move, Google has acquired a 4% stake in South Korea’s avant-garde eyewear label Gentle Monster—a collaboration that’s sending shockwaves through both the tech and fashion industries. The deal, worth approximately €107.3 million, marks Google’s most fashion-forward step yet in the race to dominate the smart glasses and AR (augmented reality) market, putting it in direct competition with Meta.
Known for its sculptural eyewear and cult-favorite collaborations with designers like Maison Margiela and Mugler, Gentle Monster might seem like an unlikely partner for a tech titan. But this partnership tells a bigger story: the future of tech wearables lies not just in performance, but in style. According to Korea Economic Daily, Gentle Monster will lead the design of a sleek new line of XR (extended reality) glasses set to launch in 2026. Behind the scenes, Google will infuse the eyewear with AI and XR capabilities, developed in collaboration with Samsung and powered by Gemini, Google’s advanced AI suite.
Of course, this isn’t Google’s first rodeo. Their earlier venture, Google Glass, failed to catch on—burdened by privacy concerns, clunky aesthetics, and public skepticism. But times have changed. With AR technology now more refined, hardware miniaturization improving, and fashion finally at the table, smart glasses are starting to look not just viable—but desirable.
This partnership is well-timed. The global appetite for smart glasses is heating up, no longer viewed as a gimmick but as the next frontier of everyday tech. Meta’s collaboration with EssilorLuxottica on Ray-Ban Meta frames proved that wearable tech could be cool. Google’s move with Gentle Monster ups the ante—turning heads and turning tech into high fashion.
For Google, it’s a chance to step up in the cultural relevance game. For Gentle Monster, it’s a leap from cult fashion house to global tech player.
Get ready: In 2026, your next must-have accessory might just talk back to you.
