Nick Martell

They did a whole Gucci movie.

It was Oscar bait.

We watched it.

Now, that didn't win an Oscar.

But it did mark the peak for the Gucci brand in real life.

It has, because Gucci forgot the golden rule of luxury that Jack and I always talk about.

Aspiration and accessibility...

don't mix.

You can't have a velvet rope and then let everyone through it.

After the movie, Gucci dropped prices, increased the number of retail outlets they were in, and became a little too accessible.

And once Gucci started showing up in airport stores and on resale sites at a discount, Gucci lost its glam.

So last week, Gucci announced a 360 turnaround plan.

And key to their turnaround was to find a sugar daddy.

Oh, and they found a sugar daddy in the tech industry.

Gucci and Google announced they're hooking up to launch AI smart glasses targeting a 2027 launch.

It's a classic beauty and the beast partnership, is it not, Jack?

This is the most fashionable thing a tech company has ever done by our count.

So Google is going to handle the internals of this new product.

Yeah, Google's going to do the Android operating system, the Gemini AI, and the Pixel camera.

All built into the frames.