The fashion house Gucci and the Alpine Formula 1 team have officially announced a strategic partnership that will take effect from the start of the 2027 World Championship. From next season, this team will compete under the official name “Gucci Racing Alpine Formula One Team” and will perform in recognizable Gucci colors. This is the first time in history that a luxury fashion house becomes the umbrella partner of a team in an elite motoring competition and that the team is named after it.
Gucci Racing
The collaboration also marks the launch of the “Gucci Racing” platform, a new business project based on the values of performance, precision, discipline and excellence. The platform is designed at the intersection of luxury and sport, and the partnership with Alpine represents its first venture. The project will also receive a special visual identity that combines Gucci’s iconic logo with the intertwined letters G and the inscription “Gucci Racing”.
The decision to enter Formula 1 is based on its global reach and access to a fast-growing, diverse and premium audiences in key strategic markets. Gucci states that this environment allows them to strengthen their appeal, visibility and cultural relevance on a level that hardly any other platform can offer.
The collaboration will extend far beyond track visibility and will include a range of initiatives over the coming seasons – from shared content and products to customer experiences and exclusive engagements. Alpine is currently in the middle he shouts and holds the fifth position in this year’s championship, which is their best points start to the season in team history.
Global reach
Chief Executive Officer of Kering, Luca de Meopointed out that Formula 1 has evolved far beyond the sport and has become one of the most powerful platforms for premium content in the world, which reaches more than 1.5 billion people every season and attracts an increasingly younger and female audience. CEO of Renault Group, François Provostemphasized that this partnership is a strong support for strengthening the recognition and influence of Alpine in new markets and among younger generations.
Satisfaction with the project was also expressed Flavio Briatorethe controversial executive advisor of the Alpine Formula One team, recalling that the team from Enstone already has a history of a different approach and has previously shown how fashion can win in Formula 1. Briatore added that the new partnership, at a time of improved results on the track, clearly shows the growing momentum behind the French team.