Modern day Formula One is based on combustion and carbon fiber, but it has apparently reached the next evolutionary stage: Guci handbags. Starting next season, Alpine F1— the old Renault team from Enstone—will become Gucci Racing Alpine Formula One Team. Because nothing says ‘…maximum downforce through high-speed corners…’ like a monogrammed helmet bag.
This is what happens when the people discover F1 through ‘Drive To Survive’ on Netflix instead of classic races on SpeedTV back in the day. The FIA also seem to agree that the paddock needs fewer engineers and more runway models. To be fair to the Italian fashion house, Gucci will bring obvious technical advantages: form-fitted patent-leather racing suits, matching pit-wall loafers, and perhaps a limited-edition tire-carrying bag.
All is not lost. In 2026, actual car companies arrived in Formula One with actual car company stuff. American giant Ford is back on track as an engine partner to Red Bull, and Audi entered the series this season as a full ‘works’ team. In an era when Formula One cars are rolling software labs, one might expect strategic alliances with Oracle, Microsoft, Google, NVIDIA, or anyone capable of making a better simulator.
But Gucci? The value proposition is less clear. Perhaps they can stitch the engine map into a silk scarf.
Still, this is not entirely shocking. Flavio Briatore is involved, and this is the man who previously brought Benetton’s United Colors to F1. Maybe Christian Horner will return as team principal and minority shareholder stake. With his wife Geri Halliwell—the former Spice Girl—in Gucci, the team would at least look good while asking why the race car is still P7 in the standings.