Gucci has been announced as the title partner to the Alpine Formula One team from the 2027 season, with the outfit set to race under the new name Gucci Racing Alpine Formula One Team from the start of next year.

As part of the collaboration, the luxury fashion house is launching Gucci Racing, described as 'a new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport'.

The partnership will also usher in a visual transformation for the team, with Alpine moving away from its existing blue and pink livery to compete in Gucci colours from 2027 onwards.

The development comes at a time when Alpine has shown a marked turnaround in form. After finishing at the bottom of the standings in 2025, the team currently sits fifth in the 2026 Teams’ Championship, signalling renewed momentum ahead of the new era with Gucci.

Flavio Briatore (left) and Francesca Bellettini

Flavio Briatore, executive advisor, Alpine, said, “Partnering with a prestigious brand of Gucci's calibre in Formula 1 as title partner of Alpine Formula One Team is something I am incredibly proud of. Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level. The Enstone Team has a history of doing things differently from others and has previously shown that fashion can finish first in Formula 1. With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team. I would like to thank Luca [de Meo] and Francesca for their trust and dedication to the project and for helping make this partnership come to life.”

Francesca Bellettini, president and chief executive officer, Gucci, added, “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 1. That reflects our ambition for the brand and the role we want Gucci to play on this stage. Formula 1 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. 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. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.”