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Million Dollar Deal.
Gucci is officially entering the world of Formula One through a new partnership with Alpine, with the team set to compete as the Gucci Racing Alpine Formula One Team from the 2027 FIA Formula One World Championship onward.
The collaboration also marks the launch of Gucci Racing, a new platform positioned at the intersection of luxury, sport and experiential culture. While details remain limited, the move signals Gucci’s growing interest in motorsport as Formula One continues to expand its influence across fashion and popular culture.
As luxury brands increasingly align themselves with the global reach of Formula One, Gucci’s partnership with Alpine represents one of the clearest examples yet of fashion and motorsport becoming increasingly intertwined. Do you think this is a match made in heaven?
