Brioni and the BWT Alpine Formula One team have announced a luxury partnership for the 2026 season. The Italian menswear label will provide made-to-measure tailoring for Alpine’s leadership — including its lightweight Soffio Blazer — at global events throughout the year. The collaboration comes as Alpine sits fifth in the 2026 standings. Flavio Briatore, Executive Advisor to BWT Alpine, called it a new level of “style and sophistication,” while CEO Federico Arrigoni framed it as a union of two disciplines driven by “precision and a passion for mastery.” The move extends Kering’s presence in the F1 paddock, joining fashion brands Boss and Tommy Hilfiger.

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