GUCCI ENTERS THE GRID
words by FELICITY CARTER
Gucci is entering Formula One as the title partner of Alpine, becoming the first luxury fashion house to take on the role. Alongside this, the partnership will also launch Gucci Racing, a new platform offering a host of products and experiences.
Gucci is officially heading to Formula One. The Italian fashion house has announced a landmark partnership with Alpine Formula One Team, becoming the first luxury fashion brand to serve as title partner of an F1 team. From the 2027 season, the team will compete as the Gucci Racing Alpine Formula One Team and racing in Gucci colours. The collaboration also involves the launch of Gucci Racing, a new platform that embraces experiences and cultural programming for a deeper commitment to the sport and its audience.
F1 has gone wild in the past few years, evolving from a motorsport championship into a global entertainment platform, attracting younger audiences, growing female viewership and becoming an increasingly attractive space for luxury brands wanting cool cultural relevance. It was only a matter of time then, before the sport lured a house in this manner, with Gucci betting that the grid can offer something few other platforms can: a combination of global visibility, performance, aspiration and lifestyle appeal.
Gucci president and chief executive Francesca Bellettini said of the news, "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. Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One Team is the right partner to bring this vision to life."
She added that Gucci Racing is more than a branding flex, "Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come."
For Alpine, the partnership comes at a time when the Renault-owned team looks to build on its momentum both on and off the track. Founded in 1955 by Jean Rédélé and backed by Renault's long-standing motorsport heritage, Alpine has been working to strengthen its position within F1 while expanding its global profile.
According to the companies, Gucci Racing will come to life through a mix of content, experiences and fan engagement over the coming seasons, highlighting F1’s growing appeal among luxury brands as fashion houses increasingly look to the sport for new audiences and renewed cultural relevance.
