Pierre Gasly lands new Lacoste ambassador role in major fashion move away from F1

Alpine Formula 1 driver Pierre Gasly has landed a new role with Lacoste, becoming an ambassador for the French fashion brand.

As part of his new role, Gasly will be the face of the famous Lacoste polo shirt, which the F1 driver described as the French designer's "strongest expression: a piece born on the tennis court that has become a symbol of effortless elegance," according to WWD.

Eric Vallat, Lacoste's chief executive officer, said that Gasly "perfectly embodies the spirit of performance and tenacity", and added that "his international career, his high standards and his affinity with disciplines such as tennis and golf strongly resonate with our universe.

"We are delighted to welcome him among the maison’s ambassadors and to open a new chapter with him."

Lacoste shared the news on social media, posting: "We are proud to welcome Pierre Gasly as our new Brand Ambassador. His determination, high standards and refined sense of style—along with his passion for disciplines like tennis and golf—naturally reflect the values that continue to shape the Maison today.
 
"A natural connection, captured in the details as he wears the iconic L.12.12 polo."

Gasly has often spoken about his love for fashion and has championed Lewis Hamilton for paving the way for the younger F1 drivers to follow in his footsteps within the paddock. "It's important to say that without him, things would be different these days," Gasly told Sky Sports F1 in 2023. He attended multiple shows during Paris Fashion Week and sat front row for the Louis Vuitton, Christian Louboutin and Bluemarble shows.

On track, Gasly has also had a strong start to the 2026 season. After finishing 10th, eighth and sixth in the first three grands prix, he sits eighth in the drivers' championship standings. Alpine, which is now a customer team of Mercedes, is currently fifth in the constructors' standings.