Gucci has officially entered Formula One. From 2027, the Italian fashion firm will be the title sponsor of Alpine, which will be renamed Gucci Racing Alpine and have a livery inspired by the brand's colors on the track. This is a momentous step for the luxury world into the circus: it is the first time a high-end fashion company has been the title sponsor of an F1 team. Flavio Briatore, the team's Executive Advisor, expressed his excitement: "Welcoming Gucci as a championship partner is a source of tremendous pride. This relationship creates amazing prospects, and we are confident that by working together, we can achieve vital global goals. A special thanks also to Luca de Meo, CEO of Kering and former CEO of the Renault Group, and to Francesca Bellettini, President and CEO of Gucci, for making this cooperation possible", Briatore said.