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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Etro to Take Over Milan’s Bice Restaurant During Fashion Week

CHEZ ETRO: The Etro family knows the art of hospitality.
For the upcoming Milan Fashion Week, the Italian label is partnering with Bice, one of the city’s historical restaurants, setting up the location on Via Borgospesso with flamboyantly decorated items from the brand’s home and textile collection, as well as with pieces from the family’s private collection.
The Etro takeover will run Sept. 16 to 22.
Marking the collaboration, Etro will provide tablecloths decorated with two of its signature prints. They include a cotton fabric featuring the 1981 design called Jais, which is splashed with the paisley motif punctuated by roses and a multicolor, patchwork-style linen cloth dubbed Spring from the 1993 collection. The latter matches checkered patterns with paisley and delicate floral motifs.
Additionally, the Etro family will lend pieces from its private art and furnishing collections, including silver and glass vases, centerpieces and paintings dating back to the 19th century conveying a chic atmosphere.
“Etro is [like] Milan: industrious, reserved, to be discovered and a lover of quality. These are values that our family has always shared with Bice, which for us is like home. A special house that, if possible, we wanted to make even more intimate and welcoming,” said Jacopo Etro,

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19 Must-See Fashion Looks From Milan’s Fashion Week

Multicolored layers at Gucci, matchy-matchy at Dolce & Gabbana, and head-to-toe white at Sportmax: These are the 19 best looks from Milan’s fashion week.
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