Luxury fashion is making a bold move onto the Formula One grid. Gucci has announced a landmark partnership with Alpine Formula One Team, becoming the first luxury fashion house to serve as the title partner of an F1 team.
From the start of the 2027 FIA Formula One World Championship, the team will officially compete as the Gucci Racing Alpine Formula One Team, with cars featuring Gucci-inspired racing colours.
The collaboration also introduces Gucci Racing, a new platform that combines luxury, innovation and elite performance through exclusive experiences, products and global brand activations.
A New Era for Luxury Fashion and Formula One
Formula One has become one of the world’s fastest-growing premium sports, attracting more than 1.5 billion viewers globally and expanding its appeal among younger audiences and women.
For Gucci, the championship offers the ideal stage to strengthen its global presence while connecting with a new generation of luxury consumers.
The fashion house says the partnership is built on shared values of precision, excellence, discipline and innovation — qualities that define both high fashion and world-class motorsport.
Tancredi Vitale as Vice President of Gucci Racing
Furthermore, Gucci also announced the appointment of Tancredi Vitale as Vice President of Gucci Racing, effective 1 September 2026.
Tancredi brings extensive global leadership experience across the sports industry, having previously held senior roles at Nike, Jordan, adidas Y-3, Kappa and Venezia Football Club. His appointment marks an important step in the continued development of Gucci Racing as the House expands its presence at the intersection of luxury, sport and culture.
More Than a Sponsorship
The collaboration extends well beyond branding on race cars.
Over the coming seasons, Gucci Racing will introduce exclusive luxury products, immersive experiences, premium hospitality and bespoke content designed for Formula One fans and Gucci clients alike.
A dedicated Gucci Racing identity, featuring the House’s iconic interlocking G logo, will appear across future campaigns and experiences.
Why Alpine Was the Perfect Partner
Founded in 1955, Alpine has built its reputation on performance engineering and racing success. Backed by Renault Group, the French marque continues to strengthen its Formula One presence while developing high-performance road cars.
The team has enjoyed strong momentum on track, making the partnership a natural fit for Gucci’s ambitions to combine luxury craftsmanship with cutting-edge technology and speed.
Flavio Briatore, Executive Advisor of Alpine Formula One Team said: “Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of. 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. The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One. 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. 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.”
Luxury Brands Continue to Embrace Motorsport
The partnership reflects the growing relationship between luxury fashion and Formula One. As the sport continues to expand globally, premium brands are increasingly investing in the championship to reach affluent, style-conscious audiences.
Gucci’s move signals a new chapter where fashion, performance and innovation meet on one of the world’s biggest sporting stages.
With the launch of Gucci Racing Alpine Formula One Team in 2027, the Italian fashion house is not simply sponsoring a racing team — it is redefining what luxury looks like at over 300 km/h.
