Gucci and Alpine F1 Team have officially announced a landmark title partnership that will come into effect from the 2027 Formula 1 season. As part of the agreement, the team will compete under the new identity of Gucci Racing Alpine Formula One Team, with the cars featuring bespoke liveries inspired by the iconic luxury fashion house.
The partnership will also introduce Gucci Racing, an innovative platform designed to unite the worlds of luxury fashion, advanced technology and elite motorsport. According to Gucci, Formula 1 represents a unique blend of performance, culture and global influence, making Alpine the perfect partner to bring the brand’s long-term vision and ambitions to life on the world stage.
Alpine executive advisor Flavio Briatore described the agreement as a transformative step for the team, emphasising that Gucci’s arrival opens the door to new global opportunities and further highlights the rapidly growing relationship between Formula 1 and the luxury fashion industry.
