From 30th June to 2nd July 2021, AlphaTauri returned to the physical format of Pitti Uomo in Florence, Italy - the world's most important platform for men's clothing.The brand showcased its upcoming SS22 collection within the Mobile Innovation Lab and a hybrid SS22 presentation at the Fortezza da Basso.

“Being back in Florence is a very positive moment for us as a brand, and it marks the needed change of modus operandi in the fashion industry. We are seeing a fresh appetite for newness and innovation, and I couldn’t be more excited about experiencing thatspirit at Pitti Uomo again.” Ahmet Mercan, CEO –AlphaTauri

In the custom-designed retail-truck and its 60qm mobile showroom, AlphaTauri presented over 15 curated key looks from the latest AlphaTauri collection, spotlighting and refining the brand’s hero product ranges such as outerwear and knitwear.

Great protagonists and new formats: that is what the 100thedition of Pitti Uomo stands for. AlphaTauri is back at our physical format with an entirely new concept. It inspires real change in the world of fashion.”Antonio Crisaudo, Chief Commercial and Development Officer - Pitti Immagine

AlphaTauri MIL Pitti
AlphaTauri MIL SS22
AlphaTauri MIL Experience
This season, the premium fashion brand introduced fresh fabrications, further strengthening its innovative technologies such as the improved Taurobran® textile technology. The patented 3-layer membrane has been upgraded with a lightweight cotton-touch fabric for the iconic Koov and Kaav Parkas, as well as on a second ultra-soft outerwear fabric, adding further styles to the offering. New silhouettes have also been introduced in the premium fabric - including a long summer coat for women, and two summer jackets for men.

Designed with a transitional wardrobe in mind, AlphaTauri’s 3-D-Knit collection has also been expanded this season; now with a selection of four different yarn qualities, including a luxury cashmere blend for seamless 3D-Summer-Knits.

A seasonal colour palette of citrus yellow, jade and lilac brings the collection to life, adding freshness to a staple summer wardrobe through colour blocking and stripes for both men and women.

AlphaTauri Japan
AlphaTauri Japan
Thanks to the DSA-01, a digital sales and studio robot, buyers can remotely visit the HQ Showroom in Salzburg to explore the entire Spring/Summer 2022 range. With the freely movable studio camera, an optimal 360-degree perspective will allow buyers tobrowse the collection freely; similar to an on-site visit but adhering to current travel restrictions. The AlphaTauri sales team in Salzburg can interact with the DSA-01, presenting the products live and allowing them to directly respond to customerqueries, as well as supporting with their online orders.

Following a physical Spring/Summer presentation at AlphaTauri HQ in Salzburg earlier this month, the brand will also showcase thenewly launched collection video on ultra-thin HD canvases. Hosted in the Mobile Innovation Lab, the digital presentation will kick off the season; bringing Salzburg directly to PittiUomo.The combination of these two innovative tools –the Mobile Innovation Lab and the DSA-01 -enables both a digital and physical presentation for Pitti Uomo visitors, and creates a connection between offline and online, without losing the valued human connection.
AlphaTauri Mobile Innovation Lab
AlphaTauri MIL Technologies
AlphaTauri MIL Digital
“The conversations with our valued customers and partners have supported our decision to try something completely new this season at PittiUomo;a first of its kind. We are excited that this concept will allow us to reach more of our global clients, in both an innovative and original way that is beyond the traditional physical showcase.”Tanja Gündling, VP –AlphaTauri

The Mobile Innovation Lab was developed pre-pandemic and originally launched in February 2020, whereas the DSA-01 was introduced to the market shortly after in August 2020. Both multi-purpose tools can be shaped according to the market's needs and developments, and can be used to host a multitude of on-boarding measures, virtual events and physical pop-ups;a crucial tool for fashion brands in the current climate.