23rd June 2025 – (Seoul) Google LLC is set to invest approximately 145 billion won ($100 million) in Gentle Monster, the South Korean luxury eyewear brand renowned for its bold designs, according to sources in the investment banking sector. The agreement, which is reportedly in its final stages, will grant Google a 4% stake in the brand, underscoring its strategic push into the extended reality (XR) market.

This collaboration positions Google’s upcoming XR glasses, expected to debut in 2026, as a fusion of cutting-edge technology and high fashion. By teaming up with Gentle Monster, Google aims to avoid the pitfalls of its earlier foray into smart glasses, which faced backlash in 2013 for design flaws and privacy concerns.

Gentle Monster’s role in the XR project extends beyond aesthetics. Known for its edgy frames and popularity among Gen Z and global celebrities like Kendrick Lamar and Gigi Hadid, the brand is repositioning Google’s tech as a fashion-forward accessory. The glasses will also feature functionality such as real-time navigation, live translation, and AI-powered interactions, running on Android XR, a system optimised for wearable devices.

The XR glasses were unveiled in prototype form at Google’s I/O developer conference in May, where CEO Sundar Pichai emphasised the importance of integrating fashion into wearable technology. The glasses are being jointly developed with Samsung Electronics, which leads hardware production, and US eyewear brand Warby Parker.

Gentle Monster, founded in 2011 by Kim Hankook, has grown into a global luxury brand, recording 789.1 billion won in revenue in 2024, with over 38% of sales coming from international markets. Google’s valuation of the company at 3.6 trillion won reflects a sharp rise from its 2020 unicorn status.

This investment highlights the intensifying competition in the XR space. Meta Platforms Inc. has taken early strides, collaborating with brands such as Ray-Ban, Oakley, and Prada. Apple is also developing its own smart glasses, equipped with proprietary memory chips, while Snap Inc. plans to launch its Specs smart glasses in 2026.