AlphaTauri – 
building a premium fashion brand

Here you'll find a selection of key projects that have built the brand. Some are historic. Together, they have shaped AlphaTauri, a fashion brand like no other. For the complete story, please click on the images below.

AlphaTauri outfits all Fédération Internationale de l'Automobile (FIA) staff with cutting-edge clothing and accessories. This collaboration redefines the wardrobe of the motorsport elite and sets a new standard for style and convenience within the global motorsport community.

For the first F1™ race ever in Las Vegas in November 2023, Scuderia AlphaTauri and AlphaTauri together with Los Angeles based artist Brendan Monroe presented a special car livery and a capsule collection.  

In February 2023 AlphaTauri celebrated its debut in the US market as part of New York Fashion Week where it presented a curated selection of the upcoming Autumn Winter collection and Scuderia AlphaTauri joined to launch its AT04 F1™ car livery.

Each of us is driven by something unique – an unstoppable energy, an unwavering ambition, or a profound emotion. It's this driving force that propels us forward, bringing us closer to our dreams, that is at the heart of AlphaTauri’s Autumn Winter 2023 campaign.

The urge to find a secluded space of serenity is a need common to all metropolitan adventurers. The lure of white sandy beaches, crystal clear skies, the sensation of being alone and at peace is a sensation we all yearn for. This utopia is the inspiration for AlphaTauri’s collection.

Formula 1™ driver Pierre Gasly’s take on AlphaTauri and fashion in general: presenting his own AlphaTauri capsule collection.

Accompanying the first Formula 1™ race in Miami in May 2022, AlphaTauri presented its first art car. It was inspired by the colors of the Spring Summer Collection 2022 and designed by Miami based graffiti artist Remote.

With a slick monochrome interior made of brushed aluminum – interspersed with natural materials and specially designed lights, the store aesthetic is an authentic homage to the design language of AlphaTauri.

Natural phenomena create incredible forms, to the point that they could be architectural shapes. Inspired by the process of organic matter translated into contemporary design, the AlphaTauri Autumn Winter 2022 collection fuses forms with function.

A space encapsulating the essence of the AlphaTauri brand, where the interplay of digital and nature stagings create a unique shopping experience. 

Due to the circumstances around pandemic, a lot of partners and friends of AlphaTauri couldn't or didn't want to travel, so AlphaTauri found a one of a kind solution.

The Formula 1™ reintroduction in Istanbul was used to bring the fashion brand AlphaTauri to Turkey’s and the world’s attention. For the first time in its history, the Bosporus Bridge was temporarily closed for the Red Bull Racing and Scuderia AlphaTauri 'Istanbulls’ showrun.

The AlphaTauri Mobile Innovation Lab provided people with unique perspectives and experiences related to both textile and retail innovations. The concept foresaw an innovative way of experiential retail with a full focus on exciting, serving and bringing exclusive value to each visitor by offering holistic physical as well as digital experiences.

The Rinascente take-over: eight windows, a women's and a men's pop-up store and a real race car on the facade of Milan's most famous luxury department store. Hidden for five days, the car was revealed in front of more than 2.000 people on Friday night, announcing the new engagement of AlphaTauri in Formula 1™.

Entering the German market with the AlphaTauri 3D Knit Lab pop-up at Germany's most famous and exclusive department store KaDeWe. All 10 store front windows and a mega board promote AlphaTauri on the outside.

In its first international campaign, AlphaTauri shows to whom the brand wants to talk to and for whom the collection is made: for people who are the masters of their own life. The campaign videos and stills embody the brand's urban and daring spirit, combining real takes with 3D neural architecture, showcasing a man and a woman in a minimalist futuristic universe.

A dynamic online platform serving as a reduced-to-the-max resource. As someone once put it, "A bad designer will do bad design no matter how detailed the guidelines are; a good designer will do great design with the little you give him."