Scuderia AlphaTauri and AlphaTauri Fashion have taken The Big Apple by storm this week, unveiling the team’s Formula 1 livery for the upcoming season at the Lincoln Center during New York Fashion Week.
On Saturday night, key stakeholders in the fashion and motorsport world were able to capture an exclusive look at both the new car livery and upcoming fashion collection, whilst taking in the spectacular Central Park backdrop. In parallel to the live event, a digital reveal gave global fans the opportunity to catch a first glimpse of the 2023 livery.
The livery will feature the prominent red of the team’s new Principal Partner PKN ORLEN. Furthermore, the event flagged the brands’ first key U.S. milestone. This has become a pivotal year for Formula 1 in America, as the series has added a third U.S. date to its calendar.
“As we know, Formula 1 has seen a huge increase in popularity due to the likes of Netflix and social media over the last few years. So, it’s extremely important that we continue to grow in this market, which is why I’m pleased we were able to launch our 2023 livery here today in New York City to show our appreciation to the U.S. audience,” said Franz Tost, Scuderia AlphaTauri team principal. “Likewise, I think it’s great that AlphaTauri could display their new collection at the event, as this year is the first time they’ll sell their clothing here in America.”
Drivers Yuki Tsunoda and Nyck de Vries were also present at the reveal.
“I’ve had a lot of fun this week in New York City and it’s also been great to attend the event here today. It’s such a cool backdrop for both the fashion collection and our new 2023 livery,” Tsunoda said.