AlphaTauri truck at Pitti 2022

The New Year has started with a familiar fashion rendezvous. Pitti Uomo in Florence happened despite the new Omicron wave of the Covid pandemic sweeping all European countries. Pitti started off with a strong Austrian moment as the Red Bull backed fashion label AlphaTauri seized the moment to introduce its designs to the discerning international audience. Parking their mega hybrid truck in the middle of the Pitti area in bright sunlight made for an impressive statement. General manager Ahmet Mercan hosted a private dinner on pre-opening night with Pitti deputy manager Lapo Cianchi to underline the ambitions of AlphaTauri. AlphaTauri is Red Bull’s rather serious attempt to enter the fashion world from scratch. What seems to have worked astonishingly well in the worlds of football and motorsports is now to be replicated in design.

With brand diversification the name of the game and even Ferrari entering the clothing market last year with a fashion show in their factory in Maranello, AlphaTauri tries to get a foot in the fashion door via Pitti. The brand has slowly started to grow in the German speaking market and is now ready to think more global. Fabric research driven outerwear with 3D knit ease as foundation, AlphaTauri sees itself as a visionary fashion enterprise, which has already opened freestanding shops in Salzburg, Graz and Vienna. Salzburg is Red Bull’s home turf where the company has turned a former army barrack into its modern international headquarter with event space and light filled showroom. The store in Vienna, launch pad to the East and its affluent clientele from Hungary to Russia will be followed by one in London’s Knightsbridge.

AlphaTauri flagship store in Vienna

Mercan believes that London is the most important city in the world in terms of diversity and profile. Highlights in the new collection were a Loden-looking double-breasted caban cleverly referencing the Alpine origin of the brand as well as new chunky knitwear all coming from the Shima Seiki 3D knit machines Mercan strongly believes in. In his opening remarks at the AlphaTauri dinner, Lapo Cianchi from Pitti stressed the importance of standing all together now during the pandemic and continue responsible human interaction, which is at the core of any industry.

Latimmier

While the Ann Demeulemeester anniversary show was postponed to summer, the fair organized a cool brand introduction from Finland at the last minute. Ervin Latimer introduced his queer fashion label Latimmier from Helsinki turning an old palazzo into a ballroom with his models vogueing up and down. The cheering crowds got up close to see Latimer’s mish mash of men’s tailoring which he called a performance of masculinities.

Recalling Demna’s first fashion label Vetements in proportion and fit, the concept here was convincing. Latimer who graduated from Aalto University in Helsinki has relevant experience in high-end fashion having worked for Acne Studios and Alyx. His raison d’être: Combining all the hot topics of the moment in one collection such as sustainablity, upcycling, ecological materials, diversity and a deeper purpose. Not to forget genuine fun as the ballroom stormers wearing his clothes aptly proved.