elevated living | alphatauri’s high summer capsule launch in salzburg

With a unique blend of innovation and elegance, AlphaTauri‘s High Summer Capsule Collection was just unveiled in Salzburg — the city where heritage meets forward-thinking design. Set against baroque rooftops and alpine horizons, the weekend offered more than a glimpse of new-season fashion; it offered a window into the world of AlphaTauri.

Known for redefining performance wear through textile innovation and modern silhouettes, AlphaTauri chose its home city as the canvas for a multi-sensory experience. Guests were welcomed into an atmosphere that fused effortless summer style with the brand’s signature precision and purpose. From immersive showroom visits to thoughtful conversations and natural movement along the Salzach, every detail was curated to reflect AlphaTauri’s values — motion, clarity, refinement.

The limited-edition capsule itself was the heart of the occasion: a collection designed for long days and light evenings, combining breezy functionality with quiet sophistication. Presented in an intimate pop-up setting, the pieces embodied a lifestyle that is adaptable, elevated, and deeply rooted in contemporary luxury.

As day turned to night, the mood shifted to one of culinary storytelling. Acclaimed Austrian chef Tommy Eder, known for his two-decade journey at the Michelin-starred Ikarus in Hangar-7, curated a private dining experience that matched the tone of the collection — refined, globally inspired, and impeccably executed. Hosted on a private ferry gliding across the serene waters of Mondsee Lake, the dinner was a masterclass in detail and emotion, with seasonal ingredients and slow conversations setting the rhythm.

The weekend closed with a rare aerial perspective — a flight aboard the vintage Red Bull DC-6B, soaring above the lush landscape of Salzburg and Fuschl am See. It was a final moment of clarity and awe, reminding guests that AlphaTauri is not simply about fashion but about how we move through the world.

Rather than just merely presenting a collection while in Salzburg, AlphaTauri reframed a new, modern, effortlessly stylish mindset. One that champions precision over excess, purpose over noise, and the idea that true luxury lies in how we feel — in motion, in conversation, and in the clothes we choose to live in.

Learn more about AphaTauri’s High Summer Capsule Collection at alphatauri.com.

photography. Jeremy Mueller
words. Raoul Keil