Fashion collaborations especially between mass retailers and premium designers (eg. H&M x Lanvin) are a way for either party to reach a new audience/market. In that same spirit, Google Glass announces today the new DVF | Made for Glass collection  which will be available for purchase starting June 23 on Net-a-Porter and Google. Diane von Furstenberg will debut the collaboration today on the runway for DVF’s 2015 Resort collection.

Ms. Furstenberg who is well-known for the iconic wrap dress was one of the first in fashion to embrace Glass during the spring 2013 runway show when her models wore Glass. The footage taken during the show was later condensed into a short film entitled “DVF through Glass.” It then seems fitting that the brand would also be the first to design Glass for the fashion set, despite past rumors of a Glass and Warby Parker collaboration.

Glass has been getting a lot bad rep, with industry insiders coining the term “glasshole”. This collaboration and a future collaboration with Luxxotica (for Ray-Ban and Oakley frames) are moves to overcome the insensitive-tech-geek persona associated with it. It certainly is a great move for glass and perhaps a sign of things to come under Glass’ new leadership, former retail veteran, Ivy Ross.