What new direction will AlphaTauri take in the future? Will it be headed by a new design team? And when will we be able to see the results of this new direction?
AlphaTauri is following an approach beyond the industry standard. This also requests innovative ways of designing and delivering the collections. The Design Team as a collective has this responsibility now. Of course there may be changes within the team in the future as well, which tends to be the way of things.
What guidelines will it follow in terms of brand identity, overall image, new silhouettes, new materials and similar aspects?
Overall, we will further strengthen our core competence in innovative outerwear and 3D-Knit, which will be presented in complete looks. We like to design styles with the perfect fit, maximum comfort translated on modern silhouettes, always with an added value thanks to innovative features and textile technologies. Our textile technologies such as Taurobran and innovative features like, for instance, the packable system for jackets and parkas have been further developed and will be presented at Pitti Uomo in Florence for the first time. Our accessories in s/s 2023 are stylish add-ons for this season, notably with the use of Apple Leather in bags, a vegan alternative to classic leather, made from recuperated material. With strong utilitarian shapes, these bags and small accessories complete our head-to-toe looks.
Will the brand target a new consumer type or market segment?
We continue to target those consumers who appreciated high quality styles with a certain longevity and the “AlphaTauri added value” thanks to innovative features. Aesthetics, comfort and the quality of the product are very important for our customers and if there are additional aspects that the customer sometimes didn't even know that he could expect from fashion styles, we have the “AlphaTauri added value”. In addition to the look & feel of the product, it's about how we manage to integrate features and innovative functionalities or textile technologies into the high-quality style without sacrificing the aesthetics or comfort.