AlphaTauri launches SS2021 fashion collections in Austria

AlphaTauri, the lifestyle fashion brand founded by Red Bull presented highlights of its Spring/Summer 2021 women's and men's collections recently alongside the start of F1 in Austria.

Models pose with the AT01 race car at a preview of AlphaTauri SS21 collections on July 4, 2020 in Spielburg, Austria.
Photo by Andreas Rentz/Getty Images for AlphaTauri.

Faced with an unprecedented disruption to the industry calendar, and all Fashion Weeks on pause button, the Austrian brand has created its own physical platform for trade and media.

“For us, being able to present the collection is crucial,” explained Ahmet Mercan, CEO AlphaTauri.

(L-R) Tanja Guendling, VP AlphaTauri, CEO AlphaTauri Ahmet Mercan and Mik Yong, Head of Design AlphaTauri pose with models during the AlphaTauri Collection Preview Spring/Summer 2021 at Schonberghof on July 04, 2020 in Spielberg, Austria.

Photos by Andreas Rentz/Getty Images for AlphaTauri.

“Digital is an essential platform, but we don’t think we can communicate everything about AlphaTauri in a virtual way. We are a physical brand, and our world and spirit have to be communicated with authenticity.”

The presentation included an installation of 40 mannequins on a treadmill, on a 27m long catwalk. Guests were able to pause any given look as it passes, and examine fabric and design details – including the 3-layer membrane Taurobran® and the built-in packable systems of new season coats. The installation included digitally staged clips to explain each detail and innovation.

The presentation also featured AlphaTauri’s Mobile Innovation Lab, which was launched in February and will soon tour Europe. It is a fully mobile 60sqm pop-up store on a truck that takes less than 20 minutes to install. It incorporates a variety of experience modules relating to virtual reality and 3D knitting technology, including a personalisation station. It is an experiential showcase for AlphaTauri's textiles developed in cooperation with Swiss textile firm Schoeller Textil AG.

“Our temporary fashion home offers a unique ambience in which to talk through the collection with one-on-one conversations as well as offering digital and virtual solutions,” said Tanja Gündling, VP AlphaTauri. “It allows us to offer something physical of added value to our customers and partners.”

Earlier this year AlphaTauri showed collection highlights as part of the Scuderia AlphaTauri launch event in Milan. The launch flagged up AlphaTauri’s commitment to the world of F1, introducing a fresh design language into the sport with the new team car. The partnership is about advancements in engineering and a pioneering spirit, according to AlphaTauri, but it is also about road testing materials and designs that need to be comfortable, combined with performance in extreme and extraordinary conditions, while retaining their style.

All photos by Andreas Rentz.