Gucci is entering the world of Formula 1. They will be the team’s official title partner starting from the Formula 1 2027 season. Alpine will have a new identity from next year, considering their cars and team gear will be done in the famous Gucci colour scheme.
When the engines start gearing up before the start of the first race next year, we will have an old/new team now called Gucci Racing Alpine Formula One Team. The fashion company has big plans for their new adventure in the world of racing and they are already working on creating Gucci Racing. The officials from the luxury fashion house have already said that “a new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport”.
The new era for Alpine will see the team run their races in Gucci colours. If you’ve been enjoying the team’s current blue and pink livery, it’s time to say goodbye to it during this season. Flavio Briatore, who is Alpine’s Executive Advisor, is once again bringing together fashion and racing, as he did back in the day with Benetton. Now, it is time for a new adventure, and Briatore is claiming that he is very proud of the accomplishment that will see the unique pairing of Gucci and Alpine Formula One Team.
Briatore also added that the Alpine team is doing a fine job this year, with the team having their best points tally to start the season. He is expecting even more in coming races, and to be even better next season with a new partner in Gucci. For those who are too young to remember, Briatore was team principal of the Benetton Formula 1 racing team during the 1990s. Back in the day, Flavio Briatore was credited for success that was showcased in two World Drivers’ Championships with Michael Schumacher (1994, 1995) while serving as the head of Benetton racing.
As far as both Alpine and Gucci go, history will be written next season. Gucci will become the first luxury fashion house to be Title Partner of a team in Formula 1. The moment to partner with Alpine couldn’t have been better, as the team started the 2026 season on a high note. After being one of the worst performers throughout the 2025 season, BWT Alpine Formula One Team is currently fifth in standings. The best part in their season is that both Pierre Gasly and Franco Colapinto have collected points on the year.
While the new partnership promises great things in the future, a section of Alpine fans worry that Gucci will take over the team’s identity. Gucci Racing already comes before Alpine in naming and branding, and considering that Alpine dropped Renault in the past, fans worry that Gucci name will overshadow what team represented in the past in the foreseeable future. As far as we’re concerned, the only thing that matters is how good will the new Gucci livery be?
