“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
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
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.
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.
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.
ALPHATAURI POPS-UP AT PITTI UOMO
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.
FASHION FOR A FAST-PACED LIFESTYLE
AlphaTauri is a premium fashion brand fusing fashion and function for individuals living a fast-paced lifestyle.
ALPHATAURI LAUNCHES IN JAPAN
New horizons. AlphaTauri is expanding its presence in the Asian market with the official launch of an online boutique in Japanese.