Brioni joins Formula 1 alongside Alpine Bringing Italian tailoring excellence to paddock

Brioni has officially announced its partnership with the BWT Alpine Formula One Team for the 2026 Formula 1 season. The Italian brand will therefore become the team’s formalwear provider, bringing sartorial excellence to the pinnacle of international motorsport. This collaboration will see the leadership team of the BWT Alpine Formula One Team, including Executive Advisor Flavio Briatore, represent Brioni during key moments and special occasions, wearing a curated selection of the brand’s tailored looks.

The selection includes sartorial blazers and lightweight garments, designed to accompany the team with elegance throughout the entire global racing season. At the heart of the wardrobe is the iconic Soffio Blazer, a deconstructed, unlined double-breasted jacket in cashmere hopsack, expressing Brioni’s commitment to natural elegance and exceptional materials.

The agreement between Brioni and Alpine fits into a broader context in which Formula 1 is crafting a new aesthetic identity, more refined and less strictly tied to its on-track dimension. This evolution leverages the sport’s increasingly strong connection with the world of fashion. It represents an elegant expression to be showcased within the paddock during official occasions, while also being projected globally thanks to the growing popularity of the sport.