On May 27, 2026, Gucci and Alpine revealed a landmark partnership that will take effect at the start of the 2027 FIA Formula One World Championship. The collaboration crowns the team as the Gucci Racing Alpine Formula One Team, pairing Alpine’s motorsport expertise with Gucci’s luxury and cultural reach. This announcement not only changes the team’s official name but also introduces a new visual identity as Alpine prepares to race in Gucci colours.
The agreement also launches a new initiative called Gucci Racing, described by the fashion house as a business and experiential platform built around performance, precision, discipline, and excellence. Gucci frames motorsport as a natural extension of its creative and cultural ambitions, while Alpine sees the tie-up as a way to broaden its audience and deepen its position within a premium global sport.
Why this matters: luxury meets high-performance sport
The partnership is notable because it marks the first time a major luxury fashion house has become a Formula 1 title partner. For Gucci, Formula 1 represents a platform with immense global reach and a rapidly changing audience profile. For Alpine, the alliance offers increased brand visibility and the chance to capitalise on Gucci’s lifestyle and client networks. Together they intend to build a program that extends beyond on-track branding into content, exclusive experiences, and co-created products.
Alpine’s public-facing leadership framed the move as strategically timed. With the team enjoying improved results and a stronger start to the 2026 season, the collaboration is presented as the next step in raising Alpine’s profile. Gucci’s role will be visible from the livery to joint activations at races and special events, aiming to fuse cutting-edge engineering with high fashion.
Statements from the teams and brands
Gucci’s President and Chief Executive Officer underlined the symbolic nature of the deal, calling it the beginning of a new chapter. She emphasised that Gucci Racing is intended to be more than a logo on the car — it will serve as an expression of the brand’s ambitions and a platform for long-term engagement. The statement positions Formula 1 as an arena where culture, performance and global influence intersect.
Alpine’s Executive Advisor praised the partnership as a source of pride and possibility. He highlighted the Enstone team’s history of doing things differently and noted Alpine’s recent on-track progress as a factor that made the collaboration attractive. Alpine leadership thanked Kering and Gucci executives for their support in bringing the project to life.
Corporate and group perspectives
Executives from Gucci’s parent group and Renault Group framed the tie-up in broader strategic terms. Kering’s leadership pointed to Formula 1’s capacity to reach diverse, younger and more female audiences, seeing the sport as a creative space to build brand desirability. Renault Group’s comments referenced its long-standing motorsport heritage and described the collaboration as an opportunity to boost Alpine’s influence across markets.
What to expect on and off the track
From 2027 the car will carry a revamped appearance reflecting Gucci’s colour palette, leaving behind Alpine’s traditional blue and pink livery. Beyond race weekends, the partnership will roll out cross-disciplinary activations: exclusive client experiences, limited-edition products, bespoke content series and hospitality offerings that leverage both brands’ strengths. Alpine and Gucci say the program will evolve over multiple seasons rather than being a single-season marketing play.
Operationally, the team’s base at Enstone will remain the technical heart of the project. Alpine continues to design and build its own car, and the collaboration does not change the engineering responsibilities. The announcement highlights Alpine’s historical roots and competitive ambitions while introducing a new layer focused on lifestyle and cultural resonance.
Drivers and legacy
The team will continue to field its drivers under the new banner, aiming to combine sporting progress with heightened brand exposure. Alpine’s heritage — tracing back to founders and previous constructors with multiple world championships — provides context for a partnership that seeks to marry heritage engineering with modern luxury.
In summary, the Gucci-Alpine agreement announced on May 27, 2026 represents a fusion of high fashion and top-level motorsport. It promises visible changes to the team’s identity on the grid and a multi-season programme of shared activations designed to extend both brands’ reach.
