Gucci is officially entering the world of Formula One through a landmark partnership with Alpine Formula One Team, becoming the first ever luxury fashion house to serve as a title partner for an F1 team.
Starting with the 2027 FIA Formula One World Championship season, the team will compete under the name Gucci Racing Alpine Formula One Team, racing in Gucci colours and introducing Gucci Racing, a new platform built around performance, precision, discipline, and excellence at the intersection of luxury and motorsport.
Over the last several years, F1 has evolved beyond racing into a full scale lifestyle and entertainment platform, attracting younger and increasingly fashion conscious fans through its mix of celebrity culture, design, technology, and global spectacle. The partnership marks a major expansion of Gucci’s presence within sport and culture, tapping into Formula One’s rapidly growing global audience with Alpine drivers Pierre Gasly and Franco Colapinto pushing the team further up the standings.
For Gucci, the move feels like a natural extension of fashion’s growing relationship with motorsport. Luxury brands including Louis Vuitton, TAG Heuer, Tommy Hilfiger, and Boss have all deepened their ties to Formula One in recent seasons, but Gucci’s deal with Alpine represents the first time a fashion house has taken on title partner status.
The collaboration will extend beyond branding on the grid, with plans for exclusive products, content, client experiences, and special activations over the coming seasons. Gucci Racing will also introduce a dedicated visual identity featuring the house’s iconic interlocking G logo.
Led by CEO Francesca Bellettini and artistic director Demna, Gucci described the partnership as a new chapter for the house, positioning Formula One as a platform where luxury, performance, and contemporary culture increasingly overlap.
