Deceuninck-QuickStep, known as Elegant-QuickStep, will wear a jersey that signifies a temporary name change for Sunday's Tour of Flanders. The Belgian WorldTour team's jersey will promote the new window series from main sponsor Deceuninck.

Under UCI rules, the jersey may be changed temporarily for specific stage races or one-day races, as Lotto Soudal has done in the past with the Lotto Fix All jersey, or permanently, as Team Ineos became Ineos Grenadiers starting with this year's Tour de France. The team is allowed to change its jersey to a different one.

The Deceuninck-QuickStep jersey is not a "collaboration" in the same way that EF Pro Cycling has partnered with skateboarding and streetwear brand Palace for the US team jersey it currently wears at the Giro d'Italia While not, it will nonetheless pique fans' interest and help promote Deceuninck's Elegance series through media exposure in the run-up to and during the Tour of Flanders.

In addition, Julien Alaphilippe, who is making his Flanders debut, will start as a major contender for the Belgian Classic in Antwerp, along with Wout Van Art of Jumbo Visma and Mathieu Van Der Pol of Alpecin Phoenix.

"As a Belgian multinational, we are proud to introduce the new Elegant Window concept in collaboration with our team by temporarily changing the name to Elegant Quickstep," Francis Van Eckhout, CEO of Detunink said in a press release this week.

"As the main sponsor, we feel it is very important to include our riders and teams in this product launch during one of the most beautiful races of the cycling season. It brings us, the teams, and Detuningk closer together." Pursuit of perfection and focus on excellence are just a few principles we share."

Deceuninck-QuickStep team boss Patrick Lefebvre added: "We are very proud of our team. This is a special season and we are trying to do the best we can in the situations we are given"

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"I am honored to work with Deceuninck on this project and help them launch the Elegant Window concept," Lefebvre continued. 'I hope to honor this unique jersey on Sunday and together we can enjoy an unforgettable Ronde van Vlaanderen competition.'