Brioni joins forces with Alpine for bespoke Formula 1 partnership

The marriage between fashion and Formula 1 continues to roar! At the end of April, Brioni and the BWT Alpine Formula One Team announced a partnership for 2026. The Italian menswear label is joining forces with the Enstone-based team, which has claimed seven world championship titles since the early 1990s, and will outfit its management team in made-to-measure pieces for key moments and special events.

“When I joined the Enstone team in the late 1980s, we were the outsiders, coming from the world of fashion and up against already well-established F1 teams. Thanks to this prestigious new partnership, Brioni enables us to bring a new level of style and sophistication, enhancing our team image worldwide,” says Flavio Briatore, executive advisor to the BWT Alpine Formula One Team, in a press release.

Brands and teams, an alliance to dress on and off the track

Brioni CEO Federico Arrigoni comments: “Brioni has always been the choice of those who hold themselves to uncompromising standards: in their work, in their decisions, in the way they present themselves to the world. Formula 1 attracts precisely this kind of person. This partnership is the natural expression of two forms of expertise which, each in its own way, have made precision and a passion for excellence their hallmark.”

Currently sitting fifth in the Formula 1 standings, Alpine’s management team will wear a versatile and durable wardrobe of structured blazers and lightweight pieces, including the Soffio blazer, an unstructured, unlined double-breasted jacket in lightweight cashmere hopsack that is a Brioni signature.

This new partnership between fashion and Formula 1 further strengthens the ties between the two worlds. For the record, Boss and Hugo are partners of the Aston Martin and Visa Cash App RB teams (formerly AlphaTauri), respectively, while Castore outfits Red Bull Racing, McLaren, and Alpine, and Tommy Hilfiger dresses Mercedes. But with Brioni, the French group Kering moves onto a track that has been pre-empted for the past 18 months by the luxury giant LVMH, which notably showcases Louis Vuitton, Moët & Chandon, and TAG Heuer.