AlphaTauri Even Leaves the F1 Boss Impressed With the New Livery

Published 02/17/2020, 2:44 PM EST


Scuderia AlphaTauri launched its 2020 challenger at a splashy event last Friday. For the first time, the world of F1 collaborated with the world of fashion. Ex F1 driver, David Coulthard hosted the grand event organized at Red Bull’s famous Hangar-7 in Salzburg, Austria.

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Formula 1’s top management along with the newly rebranded team was present on this occasion where Formula 1 met fashion.

50 models displayed AlphaTauri’s Spring/Summer 2020 look and gave a sneak peek at the brand’s up and coming collection. AlphaTauri launched the new AT01 in a striking white livery at the event.

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Formula 1 Group CEO, Chase Carey had a word of appreciation for the newly rebranded team. He said, “The new Scuderia AlphaTauri car looks fantastic. It’s been really exciting to see it here at the event in Salzburg tonight. It’s a truly elegant new look for the team.”

AlphaTauri takes over Milan

This event marked the start of Milan Fashion Week. The high-tech fashion label installed two pop-up shops in the world-renowned Rinascente fashion store in Milan. And took over eight windows facing the arcade on central shopping street Corso Vittorio Emanuele II. Marking their retail debut along with the launch of their F1 team.

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The facade of the store was decorated with a life-size racing car. The new AT01 will be present at the store till the start of the 2020 Milan Fashion Week. Additionally, the launch event was projected live on a screen splashed on the facade of the store in Milan.

AlphaTauri Boss, Ahmet Mercan said: “The take-over of Rinascente in Milan visually builds the bridge to our engagement in motorsports and AlphaTauri’s launch as a premium fashion brand on the Italian market. It represents the first move of AlphaTauri’s global expansion.”

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Red Bull has been growing its very own premium fashion brand AlphaTauri since 2016. Renaming Scuderia Toro Rosso as Scuderia AlphaTauri marks another important milestone in the company‘s global rollout strategy. Additionally, the team will no longer be a ‘junior’ team to Red Bull F1 but will act as a ‘sister’ team.

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Mrinal Kuniyal

380 articles

Mrinal Kuniyal has been a contributor to EssentiallSports since early 2020 and has focused on Formula 1, NASCAR, and IndyCar. He's a management graduate and his areas of interest include motorsports, marketing, and music.

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