Gasly opens up on Alpine's 'amazing' new chapter with Gucci

From 2027 onwards, Alpine will adopt Gucci's iconic red and green colours, moving away from the blue-and-pink livery that has defined the team over the past five seasons. The partnership will also extend beyond the car itself, covering team apparel and a wide range of merchandising initiatives.

Speaking to GPblog among other media about Gucci joining the Alpine ecosystem from next year, Gasly said the partnership reflects the growing momentum both the team and Formula 1 are enjoying.

The Frenchman described the collaboration as a major step forward for Alpine, believing it will help shape the team's future direction. A self-confessed fashion enthusiast, Gasly also admitted he was particularly excited by the agreement and is already looking forward to working closely with Gucci from 2027 onwards.

Gucci's arrival at Alpine is part of a much broader trend that has seen luxury brands increasingly invest in Formula 1. Over recent years, the championship has become an attractive platform for some of the world's biggest names in fashion, jewellery and watchmaking, with premium brands eager to tap into the sport's growing global audience.

One of the clearest examples is LVMH, the luxury conglomerate behind brands such as Louis Vuitton, Christian Dior, Tiffany & Co, TAG Heuer and Moët & Chandon. The group strengthened its ties with Formula 1 through a wide-ranging partnership that has brought several of its flagship brands into the sport.

TAG Heuer became Formula 1's official timekeeper following Rolex's departure, while Moët & Chandon returned as the championship's official champagne supplier and has also enjoyed prominent visibility through race sponsorship agreements. Louis Vuitton, meanwhile, has taken on a highly visible role by producing the trophy trunks presented at selected Grands Prix, with each design inspired by the host venue.

The luxury sector's presence in Formula 1 extends well beyond LVMH. Richard Mille is closely involved with both Ferrari and McLaren and also sponsors drivers including Charles Leclerc and Lando Norris. Racing Bulls counts both TUDOR and HUGO BOSS among its partners, while Cadillac has teamed up with Tommy Hilfiger, further underlining the growing connection between Formula 1 and the world of luxury fashion and lifestyle brands.