Gucci will change into the title associate of Alpine System One Staff from the 2027 season, marking a historic first for luxurious vogue in System 1.
Luxurious vogue has formally taken its place on the System 1 grid. Gucci has introduced a landmark partnership with Alpine System One Staff, turning into the primary luxurious vogue home to function title associate of a crew competing on the pinnacle of motorsport.
From the beginning of the 2027 FIA System One World Championship, the crew will race as Gucci Racing Alpine System One Staff, competing in Gucci colors and launching a brand new chapter within the relationship between luxurious, sport, tradition and international leisure.
The collaboration additionally introduces Gucci Racing, a brand new enterprise and experiential platform constructed across the values of efficiency, precision, self-discipline and excellence. Rooted in motorsport however designed to increase far past the paddock, Gucci Racing will function the home’s new expression on the intersection of luxurious and sport.
A devoted Gucci Racing emblem has additionally been created, that includes the home’s iconic interlocking G alongside the Gucci Racing wordmark.
System 1 as a Luxurious Platform
System 1 has change into one of many world’s strongest international phases for premium manufacturers, combining sport, expertise, leisure, life-style and tradition. With its increasing worldwide viewers and rising enchantment amongst youthful and more and more numerous followers, the championship now gives luxurious homes a stage of visibility, frequency and cultural relevance few different platforms can match.
For Gucci, the partnership represents greater than branding on a racing automotive. It’s a long-term strategic transfer into some of the dynamic areas in international sport, the place high-performance engineering meets design, storytelling and elite shopper expertise.
The partnership with Alpine System One Staff will probably be activated throughout a number of areas over the approaching seasons, together with content material, product, high-end shopper experiences and unique engagements. The ambition is to construct Gucci Racing into a particular, high-impact platform that reaches past conventional sponsorship.
Alpine’s Motorsport Heritage
The collaboration additionally connects Gucci with a model deeply rooted in motorsport. Alpine was based in 1955 by Jean Rédélé, whose aggressive ambitions helped form a brand new technology of light-weight sports activities vehicles. Its System 1 presence is additional supported by the broader heritage of Renault Group, a founding title within the championship since 1977.
For Alpine, the arrival of Gucci as title associate marks a serious industrial and cultural milestone. It displays each the rising international enchantment of System 1 and the crew’s ambition to construct momentum on and off the observe.
A New Chapter for Gucci and System 1
Francesca Bellettini, President and Chief Government Officer of Gucci, described the settlement as a defining second for the model.
“This partnership with Alpine System One Staff writes a brand new chapter: Gucci turns into the primary luxurious vogue home to function Title Accomplice in System One. That displays our ambition for the model and the position we wish Gucci to play on this stage,” she stated.
“System One represents right this moment a singular convergence of efficiency, tradition, and international attain, and Alpine System One Staff is the fitting associate to convey this imaginative and prescient to life. Gucci Racing is greater than a presence on the grid: it’s an expression of who we’re and the place we wish to take the model. And there may be rather more to return.”
Luca de Meo, Chief Government Officer of Kering, highlighted the transformation of System 1 into a world premium content material platform.
“System One has developed far past sport to change into one of many world’s strongest premium content material platforms, reaching over 1.5 billion individuals every season and provoking a quickly increasing, youthful and more and more feminine viewers,” he stated.
“As an area of creativity, pursuit of excellence and human achievement, we see it as a singular platform for a luxurious model to push boundaries, spark significant connections and construct long-term worth and model desirability.”
François Provost, Chief Government Officer of Renault Group, added that System 1 stays a robust asset for Alpine’s international progress.
“For Renault Group, as a historic System One producer, it’s a highly effective asset to help Alpine’s ambition: constructing consciousness, desirability and affect throughout markets, whereas reaching new audiences and younger generations,” he stated.
Flavio Briatore, Government Advisor of Alpine System One Staff, stated the partnership displays the crew’s rising momentum.
“Partnering with a prestigious model of Gucci’s calibre in System One as title associate of Alpine System One Staff is one thing I’m extremely happy with,” Briatore stated.
“The Enstone Staff has a historical past of doing issues otherwise to others and has beforehand proven that vogue can end first in System One. With the improved efficiency on observe, and Alpine having its best-ever factors complete to start out a season, this new collaboration with Gucci exhibits the rising momentum behind the crew.”
Luxurious, Tradition and Competitors
The arrival of Gucci as Alpine’s title associate alerts one other main step in System 1’s evolution as a way of life and enterprise platform. As soon as outlined primarily by engineering and competitors, the game is now more and more formed by vogue, luxurious, hospitality, leisure and international cultural affect.
For Gucci, System 1 gives entry to a fast-growing worldwide viewers and a calendar that touches most of the world’s most necessary luxurious markets. For Alpine, the partnership brings some of the recognisable names in international vogue into the guts of its identification from 2027.
Collectively, Gucci Racing Alpine System One Staff might change into some of the distinctive model propositions on the grid — combining Italian luxurious, French automotive heritage and the worldwide spectacle of System 1.
