Fashion

Formula 1 Just Got a Lot More Fashionable Thanks to Gucci

BYYassine Hariss

June 1, 2026

Luxury and motorsport have always enjoyed a close relationship, both on and off the tracks. With many drivers becoming style icons in their own right—often seen wearing designer looks as they arrive at race weekends—and paddocks increasingly resembling front rows during fashion month, fashion’s presence within the sport has become almost impossible to ignore. And the latest Maison to stake its claim on the grid is Gucci, which officially became the first luxury fashion house to serve as a title partner in Formula 1 just this week.

The heritage Italian label will partner with Alpine starting in 2027, and the team will compete under the name Gucci Racing Alpine Formula One Team. As a title partner — the main sponsor whose name becomes part of a team’s official identity — Gucci’s involvement will go beyond traditional sponsorship deals, placing it at the very center of Alpine’s future.

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Beyond lending its name to the team itself, Gucci will also help shape the team’s visual identity, prompting Alpine to move away from its current blue-and-pink colors in favor of Gucci’s signature green-and-red palette.

“Partnering with a prestigious brand of Gucci’s calibre in Formula 1 as title partner of the Alpine Formula One Team is something I am incredibly proud of,” Alpine’s Executive Advisor Flavio Briatore said in a recently shared press release. “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,“ he 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,” noted Francesca Bellettini, President and Chief Executive Officer of Gucci.

With so many activation possibilities now available—from team kits and driver wardrobes to limited-edition collections, paddock experiences, and global campaigns—the partnership feels like a natural next step for both parties, making us wonder how long it will take before another luxury house follow.

Formula 1 Just Got a Lot More Fashionable Thanks to Gucci

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Formula 1 Just Got a Lot More Fashionable Thanks to Gucci

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