In Formula One, where performance and identity are tightly intertwined, Alpine and Gucci have announced a new title partnership that brings together two brands rooted in design, heritage, and modern cultural reach. Beginning with the 2027 FIA Formula One World Championship, the team will race under the name Gucci Racing Alpine Formula One Team, marking a new chapter for both houses as they enter a shared space at the intersection of luxury and sport.
For Alpine, this partnership represents a continuation of a long motorsport history shaped by the vision of founder Jean Rédélé, who established the brand in 1955 with a focus on agility and driving precision. Over time, Alpine has developed into a competitive presence in Formula One under the Renault Group, operating from its Enstone base and carrying forward a legacy defined by engineering ambition and racing heritage. This new alliance signals a fresh phase in that journey, expanding its identity beyond pure competition into a broader cultural dialogue.
For Gucci, founded in Florence in 1921, the collaboration reflects an ongoing evolution from luxury fashion house to global cultural force. Known for its craftsmanship and creative expression, Gucci has increasingly positioned itself within contemporary cultural platforms, extending its influence beyond fashion into wider arenas of design and lifestyle. The move into Formula One marks a new expression of that trajectory.
Together, the two brands introduce Gucci Racing, a new platform built around shared values of performance, precision, discipline, and excellence. Formula One provides a global stage for this development, offering one of the most visible and internationally connected environments in sport.
From 2027 onward, this new chapter will be visible on track through a refreshed team identity. Shifting from Alpine’s established pink-and-blue color palette, the cars will have Gucci-coloured livery and the new Gucci Racing logo. While Alpine continues its competitive ambitions within Formula One, the partnership adds a new visual and cultural dimension to its presence.
The collaboration extends beyond branding on the racetrack. It is designed to activate across experiences and exclusive engagements, reflecting a broader ambition to merge motorsport performance with cultural expression. For both Alpine and Gucci, the partnership represents an alignment of values and a shared interest in reaching new audiences through a platform defined by speed, innovation, and global relevance.
In bringing together Alpine’s racing heritage and Gucci’s cultural influence, the partnership signals a new era in which Formula One evolves as both a sporting and creative stage.
