AlphaTauri Fashionshow at Spielberg

FASHION AT THE RACES

The desire to blaze new trails and build innovative and creative platforms is what fuels AlphaTauri. To mark the start of the eagerly anticipated Formula 1 season, AlphaTauri extended invitations on two weekends to the exclusive presentation of the 2021 Spring/Summer collection. The event offered the perfect symbiosis of fashion & sport and marked the start of the order season for select merchants and media representatives.

AlphaTauri Fashionshow
AlphaTauri Fashionshow
Blazing new trails
The Schönberghof provided the ideal backdrop on both weekends. In a fashion show AlphaTauri presented the new 2021 Spring/Summer collection and also showcased key looks on more than 40 mannequins on a 27-metre runway in the form of a conveyor belt. Guests were able to pause any given look on the conveyor belt as it passed by pressing a button. This collection presentation was augmented by a digital production which provided more detail on the sophisticated design features and textile technologies of the pieces. The Scuderia AlphaTauri drivers Pierre Gasly and Daniil Kvyat were also in attendance.
AlphaTauri Fashionshow
AlphaTauri Fashionshow
AlphaTauri @ Galeries Lafayette Berlin
The Mobile Innovation Lab
Also part of the brand presentation was the AlphaTauri ”Mobile Innovation Lab”, which celebrated its launch in February of this year at the Scuderia AlphaTauri Event in Salzburg and will soon go on tour through Europe. In addition to the opportunity to take a virtual reality tour and watch a 3D knitting machine produce a sweater to their unique measurements, the Lab also allows consumers to discover and try on many of AlphaTauri's own textile technologies developed in conjunction with Schoeller Textil AG.
The MIL is a 60m2 zero-inventory pop-up system which takes less than 20 minutes to assemble in situ.
AlphaTauri VIPs
AlphaTauri & friends
On Sunday the focus was on the symbiosis between fashion & sport. AlphaTauri friends and fans including the presenter Thore Schölermann, the model Lisa Tomaschewsky, RB Leipzig’s sports director Oliver Mintzlaff and the fashion influencers Marco Ferri, Ignazio Moser and Valentina Pegorer enjoyed the exclusive world of AlphaTauri and pulsating F1 atmosphere and watched the races on the Sundays on the screens provided with the original sound effects of the Red Bull Ring.
AlphaTauri Pierre Gasly & Daniil Kvyat
AlphaTauri Fashionshow at Spielberg
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AlphaTauri Fashionshow at Spielberg
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AlphaTauri Fashionshow at Spielberg
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AlphaTauri Fashionshow at Spielberg
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