If the devil wears Prada, then Alpine will be wearing Gucci. Starting from 2027, the French constructor will have a new title partner and name: Gucci Racing Alpine Formula 1 Team.

More than just a repaint, this collaboration is described as a “new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport.”

The collaboration between a French racing team and an Italian luxury brand sounds a bit unusual—until you realize they are both linked to Luca de Meo. He was the CEO of the Renault Group from 2020 until 2025. Now, he serves as the CEO of Kering, the French parent company of Gucci and other luxury brands. His statement best describes the strategic value of this partnership.

“Formula 1 has evolved far beyond the sport to become one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience. As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.”

In short, Alpine and Gucci are partnering to score points and sell apparel in the most glamorous form of motorsports. Currently, the team sits fifth in the constructors’ standings with Pierre Gasly in P8 and Franco Colapinto in P11.