Big changes are coming to Formula 1. It has been officially announced that, starting from the 2027 season, the famous Italian fashion house Gucci will become the title partner of the Alpine team. As part of this collaboration, the team will change its name. From next season, it will compete as the „Gucci Racing Alpine Formula One Team." The changes will not only be about the name: the team will stop using its traditional blue and pink colors. Instead, the cars will feature the famous colors and style of Gucci. Additionally, the fashion house is launching a new platform called „Gucci Racing." The company states that this will be a unique space for business and new experiences, built on values like precision, discipline, and excellence.
Flavio Briatore, the Executive Advisor of Alpine, said that he is very proud to partner with a brand like Gucci. He noted that this collaboration shows the growth of the team and the great potential that Alpine has on the global stage. Briatore also remembered that the team from Enstone has always done things differently, and they have already proven that fashion and motorsports can work well together.
Francesca Bellettini, President and CEO of Gucci, said that this step fits the ambitions of the brand perfectly: „Formula 1 today is a unique mix of performance, culture, and global reach. „Gucci Racing" is more than just being on the track. It is an expression of who we are and where we want to take our brand. And this is just the beginning. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us."
It is important to note that this news comes after a successful period for Alpine. In the 2025 season, the team was at the bottom of the standings, but they started the 2026 season very well. Currently, they are in fifth place in the Constructors' Championship. The arrival of the „Gucci Racing Alpine Formula One Team" in 2027 will likely bring even more interest to both fashion and sports. It will prove that Formula 1 is no longer just a technical competition, but a global cultural phenomenon that is starting a new chapter in its history.