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Fashion has been circling Formula 1 for a while now, but Gucci has just made the relationship official. Not as a casual collaborator, not as a logo on the sidelines, but as something much bigger: a luxury house entering the machinery of the sport itself.
From the 2027 season, Alpine will compete under the name Gucci Racing Alpine Formula 1 Team, making Gucci the first luxury fashion house to become the title partner of an F1 team. It is a very Gucci kind of power move: cinematic, expensive, slightly theatrical, and designed to make the paddock feel less like a purely sporting space and more like a global stage.
The move also introduces Gucci Racing, a new division within the Italian house dedicated to products and experiences connected to motorsport. In other words, this is not just a sponsorship deal. It is the beginning of a whole new Gucci universe built around speed, machinery, spectacle, and the coded glamour of the grid.
The announcement image already says a lot. Demna, Gucci’s creative director, appears alongside Alpine drivers Pierre Gasly and Franco Colapinto, as well as executives from Kering and Renault Group, with Flavio Briatore also present as executive advisor to the team. It feels less like a team photo and more like the cast list for fashion’s latest attempt to absorb sport into its orbit.
There is something very contemporary about the whole thing. Formula 1 has become one of culture’s most valuable image machines: part sport, part Netflix drama, part luxury playground, part travelling fashion week with louder engines. For Gucci, the grid offers exactly the kind of stage luxury now wants: global, high-speed, emotionally charged, and watched by people who understand that performance is never just about winning.
What makes Gucci Racing Alpine interesting is the collision of codes. Alpine brings engineering, competition, and racing heritage. Gucci brings fantasy, surface, status, and cultural heat. Together, they suggest a future where motorsport style is not limited to team merch or sponsor jackets, but becomes a full aesthetic world.
The car has not even hit the 2027 grid yet, but the message is already clear: Formula 1 is no longer just where brands advertise. It is where they build myths.
Photos: Gucci