Gucci enters Formula One as Alpine's title partner
Fresh from shutting down Times Square less than two weeks ago, it seems Gucci isn't done making statements.
This week, the Italian fashion house has confirmed a title partnership with Alpine Formula One Team — the first time a luxury fashion house has taken that role at the pinnacle of motorsport. From the start of the 2027 FIA Formula One World Championship, the team will race under the banner of Gucci Racing Alpine Formula One Team, competing in Gucci colours, with the sport's grid about to look very different indeed.
But it isn't a logo on a sleeve or a capsule collection timed to a race weekend. Gucci Racing is a fully-formed platform — a new business and experiential entity built around the values of performance, precision, discipline and excellence — with the Alpine partnership serving as its first territory of expression. A dedicated logo has already been created, pairing the House's iconic interlocking G with the Gucci Racing wordmark.
The move reflects how dramatically Formula One's cultural footprint has shifted. As Kering CEO Luca de Meo put it, F1 now reaches over 1.5 billion people each season, drawing a younger, increasingly female, and demonstrably premium audience. For Gucci — a brand that has always operated at the intersection of heritage, innovation and contemporary culture — the fit is less surprising than it might first appear.
Gucci President and CEO Francesca Bellettini was direct about the significance of the moment: "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. 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."
Gucci Creative Director Demna was, of course, present at the announcement alongside Bellettini and Kering Chairman François-Henri Pinault. His involvement suggests the Gucci Racing visual identity will be something worth watching. After all, the prospect of his provocative aesthetic sensibility applied to race suits, livery and paddock design is, frankly, one of the more exciting creative propositions in sport right now.
The partnership is designed to extend well beyond the track — activating across content, product, high-end client experiences and exclusive engagements in the seasons ahead.
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