Come 2027, the BWT Alpine Formula One Team will have a new name! In a surprise move, the French motorsport outfit will rebrand to become the ‘Gucci Racing Alpine Formula One Team’. The launch of the team also features the debut of ‘Gucci Racing’, a new venture based on “performance, discipline and excellence at the intersection of luxury and sport.”
This is also the first time a Formula One team has teamed up with a luxury fashion house for its title partner! Not only that, the team will compete in Gucci colours as part of the “experiential platform” that seeks to combine “performance, precision, discipline and excellence” across both the Alpine and Gucci brands. As Gucci has a storied history in fashion dating back to 1921, so to does the Renault Group in F1. Being one of the founding teams in 1977, the Alpine branded team currently sit mid table this year and are looking to the future for even more success.
Interestingly though, you have to credit Luca de Meo, CEO of Kering, Gucci’s parent company as the driving force behind this partnership, seeing as he was the CEO of Renault Group until 2025 before making a shock move across to the world of high fashion!
In another twist to the tale, Gucci’s biggest competitor, Louis Vuitton are title sponsors of the F1 franchise itself so daggers have been clearly drawn, on and off the runway!
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Words by Matthew D’Souza, media courtesy of Alpine Cars & Renault.
