Formula 1 is increasingly becoming as much about style on the podium as outright pace. Alpine is poised to mark a significant shift in 2027 with the arrival of Gucci as its title sponsor, an unprecedented alliance between high fashion and motorsport that promises to redefine the French team’s visual identity and open new commercial avenues.
Alpine F1 to change name and colours in 2027
The French outfit Alpine is set for a radical transformation in 2027. The current team name will be retired, making way for the ‘Gucci Racing Alpine Formula One Team’. This official name change signifies the arrival of the renowned Italian fashion house Gucci as its principal title sponsor. This new era will also herald a complete overhaul of the car’s livery, abandoning BWT’s signature pink for Gucci’s iconic colours. The decision underscores Alpine’s ambition to position itself in a more premium segment, where luxury and performance converge.
‘Gucci Racing’: A platform for luxury and sport
Behind this partnership lies a broader strategic vision. ‘Gucci Racing’ is being presented as a new strategic and experiential platform, aiming to bridge the worlds of luxury fashion and motorsport by leveraging shared values: performance, precision, discipline, and excellence. For Gucci, this marks a historic first; no luxury brand has ever had such a significant presence in the Formula 1 landscape. This initiative could well pave the way for similar collaborations, transforming F1 into a new playground for haute couture houses.
BWT’s pink is expected to be replaced by Gucci’s signature colours from 2027.
Luca de Meo sees F1 as a premium content platform
Luca de Meo, CEO of the Renault Group and formerly with Kering (Gucci’s parent company), views this alliance as a major strategic opportunity. He highlights that Formula 1 has transcended its sporting origins to become a global premium content platform. With an audience exceeding 1.5 billion people, increasingly younger and more female, F1 offers an ideal space to express creativity, the pursuit of excellence, and human performance. For a luxury brand like Gucci, it’s a chance to push boundaries, build strong connections, and create lasting value while generating measurable impact.
Flavio Briatore sees pride and proof of Alpine’s momentum
Flavio Briatore, Alpine’s executive advisor and possessing past experience in fashion with Benetton, welcomes this collaboration. He describes Gucci’s arrival as title sponsor as an ‘immense source of pride’ and expresses enthusiasm for future prospects. Briatore recalls that the Enstone factory has previously demonstrated that fashion and F1 can indeed go hand-in-hand. He also points to Alpine’s current positive momentum, citing improving performances and the team’s best-ever start to a season in terms of points scored. This partnership with Gucci would thus serve to confirm this upward trajectory.
Alpine: A new chapter under the banner of luxury and performance
Gucci’s arrival as title sponsor marks a decisive turning point for Alpine in Formula 1. Beyond the change in name and livery, it signals a comprehensive strategy aimed at aligning the team with the world of luxury and prestige. This unprecedented alliance could not only enhance Alpine’s brand image but also unlock new revenue streams and attract a different audience. It remains to be seen how this fusion of fashion and speed will translate concretely on track and within the wider Formula 1 ecosystem.
- New name: The team will be known as ‘Gucci Racing Alpine Formula One Team’ from 2027.
- Livery change: Gucci’s colours will replace BWT’s pink.
- Strategic objective: To create a platform linking luxury and sporting performance.
- Luxury first: This is the first time a fashion brand has become an F1 title sponsor.
- De Meo’s vision: F1 is viewed as a premium content platform for luxury brands.
- Briatore’s enthusiasm: The partnership is a source of pride and confirms Alpine’s positive momentum.
