ALPHATAURI: PEOPLE OF THE NEW SUN

AlphaTauri, the fashion brand founded by Red Bull, unveils its Spring/ Summer 2019 collection with a campaign called “People Of The New Sun”.

Reflecting the core values of the brand – AlphaTauri being powered by the spirit of innovation – “People of the New Sun” takes the viewer on a journey through an AlphaTauri metropolis where the sun shines with a new brightness. Here the film showcases a world where metropolitan explorers respond to a world with a new climate, empowered to try more, whatever the conditions.

Reflective of the inventive features within the collection, the film showcases a world welcoming change with the explorers moving with pace and optimism, all while displaying the Spring/ Summer offering; the fusion of lightness, wearability and aspirational design.

“People of the New Sun is not a campaign as such, but a launch of imagery to express the core values and spirit of the brand. For us at AlphaTauri this is an additional tool within our marketing mix to speak to our target group”; – explains Ahmet Mercan, General Manager of AlphaTauri & Head of Global Consumer Products Red Bull.

Within the campaign, hero products from the Spring/ Summer collection are displayed with a focus on the range of premium outerwear including the water-repellent summer parka (for women and men) with an integrated packable system and taped seams. Other key collection highlights include the ultra- light packable jackets displaying smart travel features, as well as the revitalizing Taurex® pieces. The Spring/ Summer highlights are complemented with premium essentials like dresses, shorts and T- shirts.

For the first time ever, the AlphaTauri Spring/ Summer collection also introduces circular knitwear for men and women such as the Knit Polo with perforated air inlets for optimized temperature regulation and neutralising Odour Guard Technology. All knitwear is produced in Europe.

Taking inspiration from both the urban and natural landscape, the colour pallette of the Spring/ Summer collection displays nuances of Grey and Beige renewed against energetic Blue shades. Silver shades add a clean but sporty finish clashed with cherry reds and bright yellow to reflect the evolution of the demanding metropolitan culture.

Prices start at 79,90EUR for the knit polo and 149EUR for the packable jackets, rising to 399EUR for the womens and mens Summer Parka. The AlphaTauri textile technologies including innovative fabrics and Taurex® which are engineered in-house with strategic partner Schoeller Textil AG.