Brioni Brings Tailored Italian Elegance to Alpine’s F1 Leadership

At the center of the wardrobe is Brioni’s Soffio Blazer, a deconstructed, unlined double-breasted jacket in light cashmere hopsack. That construction matters. Unlined tailoring has a looseness that feels modern, but the double-breasted front keeps the silhouette formal and intentional. On a team known for technical precision, the choice reads as a deliberate shift from pit-lane utility to boardroom polish, a move that makes Alpine’s leadership look less like a racing operation and more like a discreet country club with a 200-mph address.

Brioni’s appeal is built on that kind of authority. Founded in Rome in 1945 by Nazareno Fonticoli and Gaetano Savini, the house says it became a destination for the Roman gentleman and sealed its reputation by staging the first men’s fashion show in 1952 at Palazzo Pitti’s Sala Bianca in Florence. That lineage gives the Alpine deal a certain credibility. This is not a fashion label borrowing motorsport’s speed; it is a tailoring house lending its old-world grammar to a sport where status is already part of the uniform.

The fit is especially pointed because Alpine is not dressing drivers in a branded costume. Pierre Gasly and Franco Colapinto remain the faces of the car, while the Brioni wardrobe is reserved for leadership, including Flavio Briatore, Dave Greenwood, Solmaz Jabari, Philippe Krief, Gemma Lang, Guy Martin, Steve Nielsen, Ian Pearce and David Sanchez. That distinction is what makes the partnership interesting. It suggests Alpine understands that the most persuasive luxury in Formula 1 may be found not in overt sponsor graphics, but in the people who negotiate, direct and represent the team at every stop on the calendar.