Gucci hits the Formula 1 track with Alpine

Gucci makes its Formula 1 debut with the Alpine team. The Florentine fashion house, owned by the French group Kering, has signed a deal to become title partner to Renault Group’s team.
From the 2027 season, the team will race under the name "Gucci Racing Alpine Formula One Team" and in Gucci colours, making Gucci the first luxury brand to take on this role for a team at the pinnacle of motorsport.

The collaboration also marks the launch of Gucci Racing, a new business and experiential platform built around the values of performance, precision, discipline, and excellence. The launch is signalled by a dedicated logo featuring the Interlocking G motif alongside the Gucci Racing wordmark. The companies say that, in the coming seasons, new initiatives are planned, including content, products, customer experiences and exclusive events.

"With an unprecedented global reach, Formula 1 is now a unique crossroads between performance and culture- and Alpine Formula One Team is the right partner to bring this vision to life. Gucci Racing is much more than a presence on the track- it is an expression of who we are and where we want to take the brand," says Francesca Bellettini, president and CEO of Gucci.
"Formula 1 has moved far beyond sport, reaching more than 1.5 billion people each season and continuing to attract a younger and increasingly female audience. We see it as a platform capable of opening new horizons, generating authentic connections, and building long-term value and desirability," says Luca de Meo, CEO of Renault Group.

Alpine competes in Formula 1 with champion Pierre Gasly and rising star Franco Colapinto, and operates from its headquarters in Enstone, in the United Kingdom, where it has been based since 1992.

"I am excited about the possibilities this partnership brings and the major milestones we can achieve together globally. With steadily improving on-track performance and Alpine's best-ever start-of-season points tally, this collaboration with Gucci is proof of the team's growing momentum," concludes Flavio Briatore, Alpine's executive adviser.