The team will race under a new banner from the start of the 2027 season: Gucci Racing Alpine Formula One Team. It was announced today that the luxury fashion house will become the title partner to Alpine, a move that includes a complete livery change from the current blue and pink to a new Gucci colour scheme.
A New Chapter
Francesca Bellettini, the President and Chief Executive Officer of Gucci, framed the decision as a significant moment for the brand. “This partnership with Alpine Formula One Team writes a new chapter,” she stated. Gucci is set to be the first luxury fashion house to serve as a Title Partner in Formula 1.
The collaboration involves the creation of Gucci Racing, which Bellettini describes as “a new business and experiential platform.” The new entity is built around the stated values of performance, precision, discipline, and excellence. “Formula 1 represents today a unique convergence of performance, culture, and global reach,” Bellettini added. “And Alpine Formula One Team is the right partner to bring this vision to life.”
Momentum on the Grid
Alpine’s Executive Advisor, Flavio Briatore, noted the historical context of the team. “The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula 1,” he said. “Partnering with a prestigious brand of Gucci's calibre in Formula 1 as title partner of Alpine Formula One Team is something I am incredibly proud of.”
The announcement arrives as Alpine enjoys a period of strong form. The team has its best-ever points total to start a season, a sharp turnaround from finishing at the bottom of the standings in 2025. Currently, Alpine sits fifth in the Teams’ Championship. Briatore sees the Gucci collaboration as a sign of this “growing momentum behind the team.”
The 2026 season has already delivered its share of drama, underscoring the competitive environment Alpine is navigating. At the recent Canadian Grand Prix on May 25, McLaren's Lando Norris had his race end in retirement, which he admitted “put us out of our misery.” Meanwhile, Max Verstappen continued to push Red Bull despite securing a podium finish, stating, “We can do better.”
Briatore expressed his gratitude to Gucci’s Bellettini and Renault Group’s Luca de Meo for their “trust and dedication in the project.” For Gucci, the ambition is clear. “Gucci Racing is more than a presence on the grid,” Bellettini concluded. “It is an expression of who we are and where we want to take the brand. And there is much more to come.”
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