Alpine F1 is set to transform into 'Gucci Racing' in 2027.

      Alpine

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      It appears the speculation was accurate: the renowned Italian fashion label Gucci is making its way into Formula 1, partnering with none other than the French team. Starting in 2027, Alpine will officially be titled Gucci Racing Alpine F1 Team. While no livery has been unveiled yet, I must say I'm eager to see it.

      Alpine, recognized for its eye-catching blue-and-pink BWT design, has just signed a deal with Gucci, though the duration or value of the contract has not been shared. It is understood that the agreement was mainly brokered by former Alpine CEO Luca de Meo, who now leads Kering, the parent company of the Italian fashion brand.

      This is undoubtedly significant for both Alpine and Formula 1. In its long-standing effort to enhance its global presence and brand recognition, particularly among a younger, more diverse demographic, Gucci is a major acquisition. The legendary fashion label, with its Italian roots, consistently challenges the traditional norms of haute couture. It appeals to a wide range of individuals, from teenagers to seniors, and significantly, it does so irrespective of their purchasing power. It represents an aspirational lifestyle.

      Similar to LVMH’s extensive involvement in F1 with its brands like TAG Heuer, Louis Vuitton, and Moet, Gucci will seek to leverage F1's substantial growth since the pandemic, especially within the North American market.

      "Gucci is the first luxury fashion house to become a Title Partner in Formula One. This highlights our aspirations for the brand and the role we wish Gucci to have on this platform,” said Francesca Bellettini, President and CEO of Gucci. “Today, Formula One symbolizes a unique intersection of performance, culture, and global influence, and the Alpine Formula One Team is the ideal partner to realize this vision.”

      The team's notorious leader, Flavio Briatore, commented: “Collaborating with a prestigious brand like Gucci in F1 as a title partner is something I take immense pride in. I am also thrilled about the potential this partnership brings and the remarkable achievements we can accomplish together globally. The Enstone Team has a history of being innovative and has demonstrated that fashion can lead in Formula One.”

      Alpine currently sits in fifth place in the constructors’ championship with 35 points, situated between Racing Bulls in sixth and Red Bull Racing in first, with a 14-point lead over Racing Bulls and a 22-point deficit to Red Bull Racing.

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