On May 27, Gucci announced a partnership with Alpine Formula One Team, becoming the first luxury fashion house to serve as title partner of a team competing in Formula One.
Summary
- Gucci announces partnership with Alpine Formula One Team
- The team will compete as “Gucci Racing Alpine Formula One Team” from 2027
- Gucci becomes the first luxury fashion house to serve as a Formula One title partner
- The collaboration launches a new business and experiential platform called “Gucci Racing.”
- The partnership will expand through exclusive products, VIP experiences, content, and special activations
Beginning with the 2027 FIA Formula One World Championship, the team is set to compete under the name “Gucci Racing Alpine Formula One Team,” with Gucci’s creative identity expected to extend across the car livery and team colors.
The collaboration also introduces “Gucci Racing,” a new business and experiential platform built around the values of performance, precision, discipline, and excellence, aiming to position itself at the intersection of luxury and sport.
As part of the launch, Gucci unveiled a dedicated “Gucci Racing” logo that combines the House’s iconic interlocking G motif with a custom wordmark. The partnership with Alpine Formula One Team marks the platform’s first official expression.
Today, Formula One has evolved into one of the world’s most influential premium content platforms, reaching more than 1.5 billion people annually while continuing to attract a younger and increasingly female audience. Through this massive global stage, Gucci aims to further strengthen the brand’s visibility and cultural relevance worldwide.
Over the coming seasons, the partnership is expected to expand through a wide range of initiatives, including content creation, limited-edition products, high-end client experiences, and exclusive events.
Francesca Bellettini, President and CEO of Gucci, commented on the collaboration: “This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One. That reflects our ambition for the brand and the role we want Gucci to play on this stage.”
Luca de Meo, CEO of Kering, also spoke about the significance of Formula One, stating: “Formula One has evolved far beyond sport to become one of the world’s most powerful premium content platforms.”
François Provost, CEO of Renault Group, described the collaboration as an important opportunity to further strengthen Alpine’s visibility, desirability, and influence across global markets.
Meanwhile, Flavio Briatore, Executive Advisor of Alpine Formula One Team, stated: “Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of.”
Founded in 1955 by Jean Rédélé, Alpine remains deeply rooted in Renault Group’s long-standing motorsport heritage. With the team continuing to deliver strong performances this season, expectations for Alpine’s future growth continue to rise.
Copyright © 2026 Oui Speak Fashion. All rights reserved.
Oui Speak Fashion (OSF)® is a New York-based Global Fashion, Beauty & Luxury Business Media Platform.