Red Bull’s AlphaTauri Takes Over Milan’s Rinascente

STEP ON THE GAS: Red Bull’s fashion label AlphaTauri is screeching into Milan by taking over the city’s Rinascente department store starting today until Feb. 17.
Launched in 2016 as a brand extension to the Austrian conglomerate, AlphaTauri’s collections are based on innovation and functionality, aiming at using the newest technologies to create everyday apparel, suitable for office and outdoors.
As part of the tie-up, the label took over the department store’s eight windows facing the arcade on central shopping thoroughfare Corso Vittorio Emanuele II and installed two pop-up shops inside, dedicated to men’s and women’s wear, respectively, to mark the retail debut of its spring 2020 collection, which the company presented last year during Berlin Fashion Week.
“We debuted in 2016 in the German-speaking area — Germany, Austria and Switzerland — but Italy represents our first move into global expansion. The country will play a major role as it’s an important player in fashion and therefore it made sense for us to make our debut here, starting from Milan,” said Ahmet Mercan, AlphaTauri’s general manager.
The executive said France and the U.K. come next as the brand is negotiating with local premium department stores to replicate a similar tie-up there. Japan is also

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