Gucci Alpine F1: Every Luxury House in F1 Since 1969
Gucci becomes the first luxury fashion house to title-sponsor a Formula 1 team on 27 May 2026, the Luca de Meo era at Kering announcing itself with a 130-character renaming of the Enstone-based constructor to the Gucci Racing Alpine Formula One Team from the 2027 season. The deal answers a question that has hung over luxury for thirty-five years — would a fashion house ever own the topline of a Grand Prix car the way Marlboro and West and Vodafone once did — and it answers in red, green and gold rather than the BWT pink and blue Alpine has worn since 2021. Gucci President and CEO Francesca Bellettini’s statement, “Gucci becomes the first luxury fashion house to serve as Title Partner in Formula 1,” is the screenshottable line. The harder question is what every other house has done in the paddock since 1969, and why none of them did this. ...