Gucci has placed its mark on cars in earlier times, yet this arrangement opens an entirely fresh avenue.
The squad secures vital funding while Gucci reaches affluent fans at events worldwide.
The link recalls Alpine's earlier era under Benetton ownership in a pleasing way.

Launched in 1921 in Florence, Italy, Gucci started as a modest leather specialist before expanding into a worldwide fashion leader. Along that path a Gucci-themed AMC Hornet wagon surfaced, an odd pairing at the time, while the later Gucci Cadillac Seville suited the luxury image far better and helped the brand establish itself across the United States. The company now steps into competitive racing.

GUCCI

Serving as the new title sponsor for Alpine's Formula 1 effort, Gucci commits substantial resources to display its logo before prosperous spectators at circuits around the globe. Anyone able to attend races in Miami or Monza likely possesses the means to consider Gucci footwear, so the partnership aligns naturally on both sides.

Details on how long the agreement took shape remain limited, though personal ties exist behind the scenes. Longtime team principal Flavio Briatore maintains a close friendship with Luca de Meo, head of the French conglomerate Kering that owns Gucci, suggesting informal discussions about shared advantages have occurred over time.

The moment works well for Gucci because Alpine enjoys a stronger campaign this year. After finishing last in the 2025 standings the team now sits comfortably in the middle of the field, positioned between Red Bull Racing and Racing Bulls. Drivers Pierre Gasly and Franco Colapinto trail the leaders yet regularly collect points in the double digits.

Representatives from both sides describe the deal as a first for a major fashion label in Formula 1, though Alpine has followed a similar route before. Prior to Renault ownership the squad counted Benetton as its chief supporter, the Italian clothing firm that backed Michael Schumacher to two drivers' titles. Benetton continues today, though its influence has lessened since the 1990s.

The Gucci Racing Alpine entry will appear for the 2027 season, expected to carry a color scheme featuring the familiar double-G logo alongside red and green stripes. The traveling spectacle of Formula 1, especially the star-filled paddock area, serves as much for visibility as observation. Introducing a fashion name fits the setting perfectly. One can imagine that if the Patrizia Reggiani character portrayed by Lady Gaga in House of Gucci still led the firm she would demand a turn behind the wheel of the actual race car.

Brendan McAleer works as a freelance writer and photographer from North Vancouver, B.C., Canada. He developed his skills on British cars, matured during the peak of Japanese sport-compact performance, and began covering automobiles and personalities in 2008. His focus rests on the meeting point of people and machines, whether exploring Walter Cronkite's racing life or Hayao Miyazaki's long affection for the Citroen 2CV. He has shown both daughters how to operate a manual gearbox and appreciates the ongoing reason they supply for collecting Hot Wheels.