Google invests US$100 million in Gentle Monster for AI smart eyewear

After a decade, Google is ready for a return to the smart eyewear market with the upcoming XR smart glasses. It is also investing in and collaborating with Gentle Monster for a more fashionable aesthetic this time around

Google has signed on to invest US$100 million in Gentle Monster, a deal that will give the tech conglomerate a 4 percent stake in the eyewear company.

In May 2025, Google and Gentle Monster announced a partnership on AI smart eyewear with Android XR. "Creativity and sophistication are essential design features for the integration of technology into everyday life. The collaboration of AI smart eyewear with Android XR and Gentle Monster represents a pivotal step in the evolution of smart eyewear into essential, lifestyle fashion items," stated the South Korean eyewear brand in a post. 

This can be seen as a pivot by Google to angle its upcoming XR glasses as a fashion statement, rather than a tech device. The XR glasses are expected to be released in 2026.

XR (extended reality) is an umbrella term to cover Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), and everything in between. The XR glasses are the result of a team up between Google, Samsung and Qualcomm Technologies Inc.

At the Google I/O developer conference in May 2025, a prototype was shown that promised offer real-time navigation, live translation and interaction with AI-powered agents. The aim is to create smart wearables that feel non-intrusive in daily life. 

Google's last stab at the smart glasses market was the now discontinued Google Glass. The smart glasses had a limited sale in 2012 with a 2013 release, before being made available to the general public in 2014. The Google Glass, which came with a 5 megapixel camera, created heated debates on privacy and safety concerns. 

But just two years later in January 2015, Google announced that it would stop producing the Google Glass. So the upcoming XR glasses marks a decade since their last attempt at launching smart glasses. 

Established in 2011, Gentle Monster is known for its avant-garde designs for eyewear and its zany collaborations. They most recently produced a collection with Bratz dolls, while past team ups have included Jennie from BlackPink and the Tekken fighting game. 

French luxury goods conglomerate LVMH holds a 7 percents stake in the company in September 2017, after an investment of US$60 million.

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