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Reflecting the core values of the brand - AlphaTauri campaign “People of the New Sun” takes the viewer on a journey through an AlphaTauri metropolis where the sun shines with new brightness. The below film showcases a world where metropolitan explorers respond to a world with a new climate, empowered to try more, whatever the conditions.

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 with integrated packable system and taped seams. Other key collection highlights include the ultralight 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.

AlphaTauri SS19 , People of The New Sun campaign

AlphaTauri - “People Of The New Sun”

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Taking inspiration from both the urban and natural landscape, the color palette 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.

The AlphaTauri textile technologies including innovative fabrics and Taurex® which are engineered in-house with strategic partner Schoeller Textil AG.    

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