Alpine F1 has announced a new partnership with Gucci, the legendary fashion brand, which will see the team’s drivers, Pierre Gasly and Franco Colapinto, finish ‘fashionably late’ in every race for the remainder of the 2026 season.
The team has instructed its drivers to cruise around at the back of the grid, rather than aiming for victory, as ‘it’s not cool to get there first’. This approach is a deliberate shift away from the traditional competitive mindset of Formula 1 teams, where the primary goal is to secure the best possible finishing position.
According to sources, should either driver attempt aggressive overtakes or show any racer’s instinct, the pit wall will be allowed to limit that car’s power to slow it down. This measure is intended to prevent the drivers from getting too caught up in the competitive aspect of the sport and to ensure that they maintain a relaxed, fashionable pace throughout the race.
Gucci Partnership
The partnership with Gucci is expected to ‘reinvigorate’ the team, which has spent years struggling to make headway in the championship. The collaboration is seen as an opportunity for Alpine F1 to rebrand itself and adopt a more stylish, fashion-forward image.
A source told reporters that ‘winning isn’t cool’, and that the team is now focused on looking ‘really, really bloody cool’. This statement reflects the team’s new priorities, which emphasize style and aesthetics over raw competitiveness. The source also noted that the team has been stuck in a revolving door of personnel and has been scrapping for minor points, but is now looking to make a statement with its new partnership with Gucci.
The team’s cars will undergo a drastic redesign, with a new Italian colourway, shortened length, and added features such as double cuffs on the front splitter and foam pads on the rear arches. These design elements are intended to give the cars a unique, fashion-inspired look that will set them apart from other teams on the grid.
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Racing Overalls
Gasly and Colapinto’s racing overalls will be replaced with tailor-made wool suits, perfect for both casual and formal wear. This change is part of the team’s effort to present a more stylish, sophisticated image, both on and off the track. The wool suits are designed to be versatile and comfortable, allowing the drivers to look and feel their best whether they are racing or attending formal events.
This new approach to racing is a significant departure from the team’s previous focus on competing for points and victories. By prioritizing style and fashion, Alpine F1 is taking a risk that could potentially alienate some fans who are accustomed to a more competitive approach.
The decision to finish ‘fashionably late’ may have implications for the team’s performance, as they will be intentionally holding back and not pushing for the best possible result.
In practice, this could mean that Alpine F1 becomes more of a spectacle, with the team’s cars and drivers becoming a talking point for their unique style and fashion sense. The team’s results will likely suffer as a result of this new approach, but it will be interesting to see how they balance their desire to look cool with the need to compete at a high level.
The team’s new partnership with Gucci is also likely to have a significant impact on the sport as a whole, as it brings a major fashion brand into the world of Formula 1. This could lead to new opportunities for collaboration and innovation, as well as a fresh influx of style and creativity into the sport. As the relationship between Alpine F1 and Gucci continues to evolve, it will be exciting to see how it shapes the team’s identity and approach to racing.
