Gentle Monster’s AI eyewear campaign with Alex Consani and Anok Yai draws online backlash
The launch follows growing public scrutiny of smart glasses due to concern over privacy and consent in public spaces
Gentle Monster has unveiled the second design from its upcoming intelligent eyewear collection, but its latest campaign featuring models Alex Consani and Anok Yai has attracted criticism from some social media users over privacy concerns surrounding AI-powered smart glasses.
The South Korean fashion brand’s latest campaign offers another preview of its collaboration with Google and Samsung ahead of the collection’s launch later this year.
The newly revealed design features a minimalist square frame, with Consani and Yai fronting the campaign.
The intelligent eyewear combines built-in speakers, microphones and a camera with Google Gemini AI.
According to the brand, the glasses allow users to make calls, listen to music, take photographs and access information hands-free, while also supporting real-time translation, navigation and contextual assistance.
While Gentle Monster has positioned the collection as a blend of fashion and wearable technology, the campaign has prompted debate online, with critics raising concerns about how camera-equipped AI glasses could be used to record people without their knowledge or consent.
Some users also criticised the involvement of high-profile models in promoting the product.
One comment read, “influencers culture need to die so we don’t need to live in fear like this”, while another said, “yuck. everyone is a sellout”.
Other reactions included, “are modeling jobs unavailable lately or what bc why tf are 2 of the top models rn selling us predatory glasses”, “yall gagging but this campaign is for ai perv glasses”, and “Pervert core morphed into capitalism, cosplaying as fashion”.
The full intelligent eyewear collection is expected to debut later this autumn.
The launch follows growing public scrutiny of AI-enabled smart glasses, particularly products equipped with cameras, as debates continue over privacy, surveillance and consent in public spaces
