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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Alberta Ferretti to Debut Capsule for La Rinascente Shops-in-Shop

MILAN IN LOVE: On Sept. 20, Alberta Ferretti will open a new shops-in-shop at La Rinascente‘s department store in Milan, located on the third floor. To celebrate the unit, Ferretti created an exclusive collection of crewnecks.
The range of four different cashmere and wool blend sweaters features a heart-shaped intarsia on the front with a handwritten slogan that says “Innamorati a Milano,” or “Fall in Love in Milan.”
Similarly to the eye-catching color combinations of Ferretti’s “Rainbow Week” sweaters, the new lineup of knitwear will be available in mélange gray with pink lettering, red with ivory lettering, black with red and pink with mint green.
Retailing at 440 euros, the collection will be sold in limited quantities, exclusively at La Rinascente, starting Sept. 20.
Most recently, the Alberta Ferretti “Rainbow Week” sweaters, which first debuted on the catwalk last January as part of the pre-fall 2017 and limited-edition collection, have been sported by the likes of Isabeli Fontana and Izabel Goulard in Venice, on the red carpet of the city’s international Film Festival.

Izabel Goulart in Alberta Ferretti at the Venice Film Festival 2017. 
Courtesy

Chiara Ferragni is among Ferretti’s sweater fans, too. During the celebrations for her 30th birthday, last May in Venice, she donned a customized

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