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27 September 2023
One of Austria's fashion stores, known for its well-chosen assortment, invites to the event 'Reyer X AlphaTauri' in Hallein, Salzburg
Fashion at recently received an invitation to the upcoming event at the fashion store Reyer in Hallein on the occasion of the new partnership with the Red Bull premium fashion brand AlphaTauri. (The invitation is also published on https://www.reyerlooks.com/newsletter/alphatauri.) The fashion store is surrounded by an entertainment industry and sports glamour that shines especially from the nearby city of Salzburg and the chic scenery of Munich, Bavaria. The store is known for its well-chosen selection of designer fashions and innovative brands, as well as collaborations like last year's with artist Ben Reyer (article). Unfortunately, it's not possible for Fashion.at to attend the event. Fashion.at could have combined a nature experience with fashion, as the fashion store in Hallein is only a short hike away from the Dürrnberg salt mine, which was recently mentioned here in an article about a prehistoric shoe.
The 'Reyer X AlphaTauri' event is announced as an evening with music, perfume presentations and surprise guests from the world of sports. The new partnership is in line with both brands' heritage of combining fashion and performance apparel. The origins of the fashion store date back to the 1920s, when Robert Reyer manufactured skis and scooters in the house that later became a sports and fashion store. Today, Reyer fashion store is owned and operated by the third generation of the Reyer family.
AlphaTauri is the brand of Red Bull, strongly associated with performance through its beverages and sports activities, especially in Formula 1. It is no coincidence that the brand bears the same name as the F1 racing team AlphaTauri. For Autumn/Winter 2023/24, the AlphaTauri design team, based in Austria, was inspired by the contrast between the natural environment and the futuristic approach of modern and contemporary architecture often seen in Austria, to create classic cuts in knits and fabrics equipped with the latest technologies.
For the realization of the designs, AlphaTauri works with partners in the field of 3D knitting technology, such as the Japanese company Shima Seiki, or for the Smart Fashion series with Schoeller Textil AG for the E-Soft-Shell heating technology and the 'Fashion Fusion' program of Deutsche Telekom. The latest piece in the Smart Fashion series, the Orata caban coat with heatable zones (available from October), is one of the highlights of the new collection, which will be presented at the 'Reyer X AlphaTauri' event on 5 October.
Another highlight of the collection, is the Warpknit jacket made of the brand's own textile innovation Taurobran® for almost seamless garments that are waterproof and highly breathable. The Warpknit jacket is made from one single pattern, with only the collar and cuffs attached.
Image: Campaign image for the 'Reyer X AlphaTauri' event on 5 October 2023 at the Reyer fashion store in Hallein, Salzburg. Right: The Warpknit jacket from the AlphaTauri Autumn/Wnter 2023/24 collection was launched on 11 September 2023.
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