Luxury fashion house Gucci is officially stepping into the fast lane. In a major crossover between high fashion and motorsport, Gucci has announced a multi-year partnership with Alpine Formula 1 Team, with the racing team set to compete under the new banner “Gucci Racing Alpine Formula 1 Team” beginning in the 2027 season. According to media sources, the collaboration marks the launch of Gucci Racing, a brand new platform focused on blending luxury, performance, precision, sport, and cultural influence.
The move instantly places Gucci among the growing list of luxury and fashion giants investing heavily in Formula 1, a sport that has exploded in popularity over the last few years, especially among younger audiences and women.
The partnership reportedly goes far beyond simply placing Gucci logos on racing cars.
WWD reported that the collaboration will include fashion collections, exclusive client experiences, digital content, special events, and large-scale branding initiatives across future Formula 1 seasons.
Gucci CEO Francesca Bellettini described the project as “a very bold, very Gucci move,” while also teasing that the partnership would involve a full creative takeover inspired by Gucci creative director Demna.
“Gucci Racing is more than a presence on the grid,” Bellettini said. “It is an expression of who we are and where we want to take the brand.”
Demna, who is reportedly a Formula 1 fan himself, is said to be deeply involved in the visual direction of the partnership, including the newly unveiled black and yellow Gucci Racing branding.
The luxury brand’s parent company Kering also sees Formula 1 as one of the most powerful entertainment and marketing platforms in the world today.
Kering CEO Luca de Meo highlighted that Formula 1 now reaches over 1.5 billion people every season and continues attracting a younger, more fashion conscious audience globally. Fashion’s obsession with Formula 1 has been growing rapidly in recent years.
Brands like Louis Vuitton, Tommy Hilfiger, Puma, Adidas, and Hugo Boss have all expanded into the F1 world through sponsorships, collections, and celebrity partnerships.
However, Gucci becoming the official title partner of an actual Formula 1 team takes that relationship to another level entirely.
For Indian audiences especially, the announcement comes at a time when Formula 1 is seeing massive growth across the country. With younger Indian fans increasingly following drivers, teams, and racing culture online, luxury fashion brands are beginning to view F1 not just as a sport, but as a global entertainment and lifestyle phenomenon.
Social media reactions have already exploded, with fans comparing the upcoming Gucci Racing visuals to something straight out of a futuristic fashion film.
The first official Gucci Racing Alpine Formula 1 Team season will begin in 2027.