Samsung is expected to unveil its first smart glasses later this year. They will compete with Meta’s existing AI glasses and Apple’s rumored upcoming smart glasses. However, Samsung could face another unexpected competitor: Gucci, the luxury fashion brand from Italy.

According to a report from Reuters, Gucci-branded luxury smart glasses are set to launch in 2027. Kering CEO Luca de Meo revealed that the company is developing these glasses in partnership with Google, using the Android XR platform. Kering is the parent company of Gucci. While details about the design and hardware are still unknown, the glasses are expected to include cameras, microphones, and speakers.

This move is part of Kering’s broader strategy to more than double its operating profit margin. The company recognizes the growing importance of wearable technology and the need to compete with consumer electronics brands in this space. As connected wearables become more popular, luxury brands are increasingly adopting advanced technologies.

Samsung has already partnered with fashion eyewear brands Gentle Monster and Warby Parker for its smart glasses. The company’s first-generation smart glasses are rumored to lack a built-in display, while second-generation models could feature an AR display for added functionality.