Alpine secures landmark title partnership with Gucci from 2027

Alpine's trajectory from the back of the grid to the upper reaches of the constructors' standings is about to be matched by an equally dramatic transformation of its identity. The Enstone outfit has confirmed that it will compete as Gucci Racing Alpine Formula One Team from 2027, following the announcement of a landmark title partnership with the iconic Italian luxury fashion house.

A historic first for luxury fashion in F1

The significance of the agreement extends well beyond a simple livery change. Gucci becomes the first luxury fashion house to serve as a title partner in Formula 1 — a distinction that Gucci president and CEO Francesca Bellettini was keen to underscore.

"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. 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. And there is much more to come. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us."

The partnership carries particular resonance given the corporate connections at play. Gucci's parent company is Kering, whose CEO is Luca de Meo — the same executive who led Renault from 2020 to 2025 and whose fingerprints remain firmly on Alpine's recent resurgence.

Briatore's fashion pedigree and Alpine's rising momentum

For Alpine executive advisor Flavio Briatore, the Gucci deal is both a personal and professional milestone. Briatore's own history in motorsport is inextricably linked to the world of fashion, having been associated with United Colors of Benetton during his formative years in the sport. That the Enstone team — which grew out of that very Benetton heritage — should now align with one of the world's most recognised luxury brands feels entirely fitting.

"Partnering with a prestigious brand of Gucci's caliber in Formula 1 as title partner of Alpine Formula One Team is something I am incredibly proud of," Briatore said. "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."

Briatore was also keen to frame the deal within the context of Alpine's wider competitive revival. Having finished bottom of the constructors' championship last season, the team currently sits fifth in the standings — recording its best-ever points total to start a campaign. That on-track improvement, he argued, is precisely what attracted a partner of Gucci's standing.

"The Enstone team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula 1. With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team."

That momentum was on full display at the most recent round, where Alpine enjoyed their best weekend of the 2026 season, with Franco Colapinto finishing sixth and Pierre Gasly eighth in Canada — a double-points haul that underlined just how far the team has come in a short space of time.

A new chapter written in luxury

The partnership is framed by all parties as a long-term strategic vision rather than a simple commercial transaction. The creation of the Gucci Racing brand suggests ambitions that stretch well beyond a co-branded livery, pointing instead towards a fully realised fashion-meets-motorsport identity that could reshape how luxury houses engage with sport.

Briatore closed his statement with a personal acknowledgement of the figures who made the deal possible: "I would like to thank Luca [de Meo] and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life."

With Alpine ascending the grid and Gucci entering the paddock as title partner, 2027 promises to be a season where performance and prestige converge on the Formula 1 stage in a way the sport has never quite seen before.