Formula 1’s luxury takeover just hit a new gear. Gucci has officially entered the paddock, announcing a new landmark partnership with Alpine ahead of the 2027 season, and honestly, this might be the most fashionable thing to happen to F1 since Lewis Hamilton discovered Rick Owens.
From 2027, the team will race as “Gucci Racing Alpine Formula One Team,” making Gucci the first luxury fashion house to become the title partner of a Formula 1 team.
In the past, we’ve seen the likes of Louis Vuitton and Tommy Hilfiger orbit the sport, but Gucci taking title ownership pushes things into a new territory. The aesthetic shift alone will redefine the identity of the grid, with Alpine’s current blue-and-pink era reportedly making way for Gucci-coded detailing, with references to the house’s signature colour palette already teased in early announcements.
It also says a lot about where luxury fashion is heading right now. Arguably, traditional fashion advertising doesn’t hit as it used to, and brands are increasingly chasing cultural relevance. Formula 1 offers exactly that: global visibility, exclusivity, celebrity access, and an audience that overlaps almost perfectly with luxury consumers.
And Gucci isn’t entering quietly, either. The partnership launches alongside “Gucci Racing,” described as a new platform sitting at the intersection of sport, performance, and fashion. However, the real winner here? Fashion’s ongoing motorsport era.
Between archival racing jackets dominating resale platforms, vintage MotoGP graphics becoming streetwear staples, and brands continually seeking speed aesthetics for campaigns (check out A1 Denim’s latest drop), racing culture has already become one of fashion’s favourite visual languages.
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