Gucci has been named title partner to the Alpine Formula 1 team from the 2027 season, with the squad set to race as the Gucci Racing Alpine Formula One Team and adopt Gucci’s signature color scheme. The deal was driven in part by Kering CEO Luca de Meo, who championed Alpine’s original rebrand during his tenure as Renault Group chief. As part of the collaboration, Gucci is launching Gucci Racing, an experiential platform at the intersection of luxury and sport. President and CEO Francesca Bellettini said the move marks Gucci as the first luxury fashion house to serve as a title partner in Formula 1.

Related reading: The fast track to influence: F1, fashion, and the female fan economy