On 14 February 2020 AlphaTauri staged a spectacular evening for fashion and Formula 1 fans in what is probably Salzburg’s most exciting location – the world-renowned Hangar 7. The 500 hand-picked guests were offered the perfect symbiosis of fashion show and motor sport, with the event concluding with the sensational unveiling of Scuderia AlphaTauri’s AT01 F1 racing car.
Fashion meets Formula 1
The spectacular three-part show was hosted by the former Formula 1 driver David Coulthard. A mix of various show acts by Red Bull artists and athletes was followed by an AlphaTauri Fashion Show and the event reached its high point in the unveiling of the new Scuderia AlphaTauri racing car and the presentation of the former Torro Rosso and new Scuderia AlphaTauri drivers Pierre Gasly and Daniil Kvyat.
50 models presented highlights of the current 2020 Spring/Summer Collection and provided an exclusive glimpse of the upcoming AlphaTauri 2020 Autumn/Winter Collection. The grand finale was the presentation of the Fanwear Collection especially designed for Scuderia AlphaTauri fans.
An evening brimming with innovation
In addition to this visually stunning and suspenseful show AlphaTauri showcased itself as a premium fashion brand in its signature innovative manner: For the first time it was possible to marvel at the Mobile Innovation Lab (MIL) in Hangar 7 – situated directly alongside the AlphaTauri Honda Jet.
The partnership between AlphaTauri and Scuderia AlphaTauri symbolises the spirit of innovation of the premium fashion brand from the Red Bull house – the vision to constantly challenge the status quo and develop (textile) technologies of the future in tandem with innovators, creatives and pioneers.
Celebrity guests in Hangar 7
The audience at this spectacular show in Salzburg included greats from the worlds of fashion, sport and film. AlphaTauri fans such as Alexander Mazza, Lisa Tomaschewsky, Ludwig Trepte, Jochen Schropp, Jo Weil and Rebecca Kunikowski enjoyed the presentation live, while the guests also included the US actor Patrick Dempsey, the former football World Cup-winner Lothar Matthäus and the coach of FC RB Leipzig, Julian Nagelsmann. The celebrations went on long into the night and the atmosphere of the world-famous Hangar 7 was savoured by all the guests.
At the same time as the presentation of the racing car with the striking white and blue livery in Salzburg a replica was being unveiled in Milan above the entrance to the world-famous “Rinascente” luxury department store beside Milan Cathedral.