It has been a busy 12 months for Demna, the Georgian designer who took the reins of Italian style home Gucci in July 2025 after a ten-year stint as inventive director of Balenciaga. On this time, he has drafted Spike Jonze and Halina Reijn to direct The Tiger, a brief movie starring Oscar-winner Demi Moore, to introduce his first assortment; staged a debut runway present amid a monumental marble set harking back to Florence’s Uffizi Museum; and hosted a Salone del Cell set up that reimagined the Gucci story as a collection of tapestries. And, earlier this month, he shut down Occasions Sq. in New York for a Cruise 2027 present watched by Mariah Carey, Kim Kardashian and Playboi Carti, amongst others (in the meantime Paris Hilton, Tom Brady and Emily Ratajkowski walked the present).
At present, he continues to shore up his imaginative and prescient of Gucci as a cultural behemoth with the announcement that the home will function the first sponsor of Method One crew Alpine, which at present sits at quantity 5 within the total crew standings for the 2026 season (its drivers are Pierre Gasly and Franco Colapinto). Ranging from the 2027 season, Alpine will probably be referred to as the ‘Gucci Racing Alpine Method One Group’ and can compete in Gucci’s signature pink, inexperienced and gold colors. There may even be a devoted brand for the partnership (an interlocking double-G with the phrase ‘Racing’ beneath). In response to a press release from Gucci, the collaboration is constructed on shared values of ‘efficiency, precision, self-discipline, and excellence on the intersection of luxurious and sport’
Left, Flavio Briatore. Proper, Francesca Bellettini
(Picture credit score: © Jean-François Robert / Modds)
‘This partnership with Alpine Method One Group writes a brand new chapter: Gucci turns into the primary luxurious style home to function title associate in Method One,’ says Francesca Bellettini, president and CEO of Gucci. ‘[It] displays our ambition for the model and the position we would like Gucci to play on this stage. Method One represents at present a novel convergence of efficiency, tradition, and world attain, and Alpine Method One Group is the proper associate to deliver 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 way more to come back. We’re grateful to Alpine and all the Renault Group for sharing this ambition with us.’
François Provost, CEO of Renault Group, provides that he hopes the partnership will ‘attain new audiences and younger generations’. Flavio Briatore, govt advisor of Alpine Method One Group, provides: ‘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.’
It’s not Gucci’s first dalliance with sport: each Jannik Sinner and Aryna Sabalenka, world quantity ones in males’s and girls’s tennis, respectively, are present world model ambassadors for Gucci, with each gamers carrying Gucci luggage on courtroom with them earlier than their matches. Previous to the French Open, which started this previous weekend, Italy-born Sinner featured in a brand new marketing campaign from the home, operating with the playful tagline ‘The Authentic Sinner’. ‘Gucci continues its enduring dialogue with the world of tennis via Jannik Sinner, reimagining the game’s iconography in a playful nod to his title whereas celebrating an athlete whose distinct strategy to the sport defines what it means to be an unique,’ the home stated on the time.
