Joaquin Phoenix is stepping into artificial intelligence, but not through another film role. The Oscar-winning actor stars in a campaign for Gentle Monster's intelligent eyewear collection, developed with Google and Samsung. Directed by Jonathan Glazer, the campaign brings the South Korean brand's distinctive design identity together with technology intended to introduce AI into everyday life.
Rather than using a conventional product advertisement, Gentle Monster has chosen a cinematic approach. The teaser follows Phoenix as a salesman using his glasses during surreal encounters in a mysterious hotel. The brand describes it as a journey between reality and dreams. His involvement recalls Her (2013), in which he played a man who develops a relationship with an AI operating system.
Why Gentle Monster Chose Joaquin Phoenix
Glazer, known for The Zone of Interest and Under the Skin, gives the campaign an atmospheric style, introducing the glasses through storytelling rather than technical demonstrations. Gentle Monster's approach combines fashion, art and unusual visual presentations, positioning the glasses as both a technological device and a fashion accessory.
The collection is powered by Google's Gemini assistant and built on the Android XR platform. Features include translation, navigation, hands-free communication and visual questions about the wearer's surroundings. Pre-orders opened on 12 November, with sales scheduled to begin on 10 December in the United States and South Korea. The collection starts at $449 (£340).
Fashion Brands Enter the AI Glasses Race
Gentle Monster is entering a competitive market. Meta has established a presence through partnerships with Ray-Ban and Oakley, combining familiar eyewear designs with cameras, audio and artificial intelligence. Celebrity collaborations have also widened its fashion appeal. Google is expanding through partnerships with Gentle Monster and Warby Parker. Luxury group Kering has also partnered with Google to develop AI-powered eyewear, with CEO Luca de Meo identifying Gucci as a possible brand for a 2027 launch.
Technology companies need smart glasses that work well and look appealing. Eyewear partners offer design expertise and fashion credibility, while labels gain a route into consumer technology. Gentle Monster's experimental designs already occupy a space between fashion, art and lifestyle. The collection will test whether that identity can make AI eyewear desirable beyond its technical features.
The Privacy Question Behind AI Eyewear
Despite the excitement, intelligent eyewear raises questions about privacy and consent. Glasses equipped with cameras and microphones can capture images, videos and sounds in public spaces, potentially involving people who have not agreed to be recorded. Meta's smart glasses have faced scrutiny over their recording capabilities. Reuters reported on 12 November that privacy concerns remain an obstacle to wider adoption of AI-powered eyewear, highlighting questions about recording in public and possible restrictions on camera-equipped glasses.
Google says visual information processed through Gemini is designed to have bystanders' faces obscured before the AI assistant receives it. The company also says camera visuals used for Gemini queries are not saved in Gemini History or used to train its AI models or target advertisements. Samsung has cited a visible recording indicator, user-controlled camera permissions and safeguards intended to prevent recording if the indicator is covered or disabled. Such safeguards cannot entirely prevent covert recording, making public confidence essential.
For Gentle Monster, the challenge is convincing consumers that the collection offers convenience without making others uncomfortable. Its success will depend on design and AI features, but also on whether consumers trust the technology. Phoenix gives the launch cultural visibility, while Glazer's direction presents the glasses as part of a wider creative vision. The collection's reception will help show whether consumers are ready to embrace artificial intelligence as an everyday fashion accessory, potentially.
