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InsideFMM | July 31, 2015

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The Fashion Industry’s Guide To SXSW 2012

Founded in 1987, SXSW began as a festival focused on Music. In 1994, it added film and multimedia components. In 2011, it added fashion when it adopted Style X into the international conference’s mix.

In 2012, fashion, style and technology are now baked into every aspect of interactive, film and music. Because of fashion’s growing importance, we’ve created a comprehensive guide to the stylish happenings surrounding the entire conference.

SXSW Panels

The Fashion Fog: Redefining Content & Commerce – Friday, March 9th, 2012 – 5:00pm

Commerce and content have never been so intertwined. Fashion editors are jumping ship from magazines to join leading e-commerce platforms, while editorial destinations are introducing local deals and e-shops left and right. But does content really generate commerce? What do social shopping and style sharing apps, YouTube’s haul community and digital influencer-focused affiliate programs say about the way consumers are spending their time and their money? Leading fashion technology and fashion experts, Alisa Gould Simon – POSE, Allison Kellman – ideeli, Erica Cerulo and Claire Mazur – Of A Kind and Lauren Sherman Executive Editor –, Conde Nast, discuss the future of content and commerce. Follow with hashtag #SXFashionFog.

How to Get Consumers Addicted to Your Content – Sunday, March 19th, 2012 – 5pm

In the early days of owned and earned media, brands believed that communicating their messages via social and traditional media were the keys to success. vice president, digital + content at Sutherland Gold, Tara-Nicholle Nelson’s presentation takes brands and marketers on a deep dive into the behavioral neuropsychology that drives audiences to try and become addicted to a brand’s content, and helps them translate that knowledge into a scalable program that drives specific business objectives using consumer-centric content, complete with case studies of these strategies in action. Follow with hashtag #SXcontentadx.

Social Shopping: The Zeros & Ones Changing Fashion – Tuesday March, 13th, 2012 – 9:30AM

Caroline Waxler, director of digital content at Lucky Magazine, explores the developments in social shopping such as real-time social shopping sites, Facebook shopping, and location-based check-ins, recommendations, and deals; the fashion industry is catering to the customer like never before. But how social can —and should—shopping get? This core conversation will discuss how privacy fits in and explore the question of just who is safe guarding the community. Follow with hashtag #SXshopsocial.

Technology and Fashion – Tuesday, March 13th, 2012 – 11:00am

Leading technology industry experts explore new trends in technology and fashion. Alison Lewis, CEO of and her team will demonstrate use of 3D scanning and LED lighting for choreographed illumination and 3D printing. The goal of this panel is to help girls and young women to be interested in STEM education. Follow with hashtag #SXgeo.

Why Karl Keeps His Shades on: Style & Social Media – Tuesday, March 13, 2012 – 12:30pm

Digital democracy has been dead and gone. At the end of the day, we only want fashion that looks good, which is, for the most part, highly produced, edited and featuring a well-known model. Fashion social media has had quite a journey so far, whether in the form of the legion of DIY self-promoters on Lookbook and Chictopia, the impromptu crafts community sprung up around Etsy, or the big-name designers putting in their time on Twitter. Angela Buttolph – Grazia and Roisin Kiberd – Urgent Genius, Iris Worldwide say that Karl Largerfeld can leave his glasses on, and even stay away from Twitter. These industry experts discuss why exclusivity remains key to fashion’s social media success. Follow with hashtag #SXShadesOn.

Who Needs A Fashion Cycle? I’ve Got Social Media – Tuesday March 13, 2012 , 1pm

Industry experts, Anthony Santagati – Lacoste USA, Nikolas Badminton – DDB, Michelle Sadlier – Michelle Sadlier – Karla Otto and Pencil Agency and Imran Amed, – Business Of Fashion, will discuss the digital and technological advances in the fashion industry over the last five years, the traditional fashion cycle of trends and how production has been skewed and propelled. This panel will investigate why fashion has become so fast, the effects that has on the environment and our purchasing behavior as well as how to solve the situation. Panelists will also discuss the role of social gaming and social communities in the fashion industry. You can follow with hashtag #SXfcycle.

Fashion and the New Taste Graph – Tuesday, March 13, 2012, 3:30pm

Top industry experts, Dave Surgan – Morpheus Media, Devin Hunt – Lyst, Elizabeth Schofield – Fashion’s Collective, Cannon Hodge – Bergdorf Goodman and Shaival Shah – Hunch discuss social discovery and the new generation of social curation communities that have risen over the past year with the mission of enhancing shopping and product discovery across retailers. The interactive discussion will take an inside look at the consumer behavior and how brands can leverage this new social trend. Follow with hashtag #SXtastegraph.

SXSW is the highest revenue-producing special event for the Austin, Texas economy, with an estimated economic impact of $167 million in 2011.

Trade Shows And Conferences

Texas Style Council – March, 9th, 10th & 11th, 2012

In its sophomore year, Texas Style Council has become the destination for talented fashion and lifestyle bloggers – and the brands that covet their attention – throughout the country.

From happy hours at the 2nd Street District to Clothing Swaps, from group culture explorations of Austin to the one-day social media conference featuring speakers from Neiman Marcus, Lucky Magazine, Fashism, Refinery29 and ModCloth, there is nothing quite like this event at SXSW. The event is already sold out and wait listed. There’s still availability for after event networking and cocktails to be had. View the three day schedule online. Follow with hashtag #TxSC.

Saturday Highlights – March 10th, 2012

10am to 12pm: Speed Mentoring Breakfast
Like speed dating, but without the awkwardness. Pick the brains of some of our nationally known bloggers on our mentoring panel. Ask silly questions, basic questions, or questions that you don’t want to ask in front everyone at the symposium. When the bell rings, move to a new table to get to know other mentors. Choose up to four of the following table topics:


12pm to 5pm: Boutique Crawl and Thrift Store Field Workshop Presented by the 2nd Street District
Meet at the 2nd Street headquarters to board one of two charter busses for this insanely fun day of Austin shopping.

First stop: We’ll be whisked away to one of Austin’s big chain thrift stores for a “Thrifting 101″ workshop led by thrifting experts Pamela of Market Publique, Jessie of Style & Pepper, Jentine of My Edit, and Elissa of Dress With Courage and author of newly published book “Thrifting 101″.

Second stop: Austin’s famous South Congress Street for upscale vintage, a quirky costume shop, an old fashioned candy store, and an Airstream trailer selling pink cupcakes. Last stop: We’re back at the glorious 2nd Street District where the locally owned boutiques will have free drinks waiting, exclusive TxSC discounts, and in-store DJ’s.

Meet-up location at noon: TxSC 2nd Street District Headquarters | 202 W. Cesar Chavez

Style X Conference – March 16th & 17th, 2012 – 12pm to 8PM – Austin Convention Center

Style X, the official fashion showcase of SXSW, announced the addition of some of the world’s top emerging brands to the 2012 event to be held on March 16th and 17th. The two-day event also features a shopping showcase where attendees can buy goods directly from presenting brands. Premium Australian menswear brand, Zanerobe, and What Goes Around Comes Around, the vintage inspired collection with a celebrity fanbase, will both showcase at the event. Influential top fashion industry bloggers, Leandra Medine of The Man Repeller, Jace Lipstein of Grungy Gentleman, Marcus Troy of The Marcus Troy Project and the editors of FashionablyMarketing.Me, will be coming to Austin to speak on panels Why Brick & Mortar Is Down, But Not Out, The State of Menswear, How Fashion & Technology Became More Than Friends and more. Follow events with hashtag #StyleXAustin.

Events, Networking and Swag

Beauty Bar X – March 10th – 12th, 2012 9am to 3pm daily – 617 E. 7th Street, Austin

Founded by Tara Hunt, CEO of Buyosphere and author of The Whuffie Factor, Beauty Bar X serves to fashion industry savant’s destination for rejuvenation and recovery from daily conference happenings.

Beauty Bar, sponsored by Buyosphere, a social discovery site, is a three day event offering manicures, massages, martinis and networking with other women (and fashionable men) in technology. Sponsor and brand integration opportunities still available. Space is limited so you must RSVP online.

Refinery29 x Buxom Cosmetics Chic Shack at Style X – March 16th 17th, 2012 – Austin Convention Center

Refinery29 and Buxom Cosmetics have teamed up to infuse a bit of beauty and fashion into the 2nd annual Style X convention, taking place on March 16 and 17th during this year’s SXSW Music Festival.

Over the course of the two-day event, Refinery29 and Buxom will celebrate the unique style of SXSW Music Festival attendees with their Chic Shack, a custom style lounge centrally located within the Style X Convention Center. Designed as a comfortable reprieve from the Austin heat, the Chic Shack will serve as a central hub for show goers, style mavens and musicians to relax and recharge. SXSW’s stylish crowd has the opportunity to strike a pose in Refinery29’s

signature photo studio or take a seat at one of Buxom’s Insta-GLAM beauty stations to receive festival ready looks from Buxom makeup artists before heading to the next show. For those in need of a quick outfit reboot or some stylish distractions, Refinery29 DIY stations will be available for attendees ambitious enough to embellish their own hair turban. Follow with hashtag #R29atSXSW.

Refinery29 captures SXSW Street Style
Refinery29 will have an on the ground presence at this year’s SXSW when it comes to capturing the personal style and flair of SXSW attendees and musicians. Refinery29′s Jessica Amason and Shani Silver will be hitting the streets to find the very best in style through the SXSW festival. If you’re not attending this year’s celebration, expect to check out throughout the week for festival-wide updates.

Dickies and Filter Magazines – March 15 & 16th, 2012

In order to hold ya’ll over between Texas Style Council and Style X events, Dickies has partnered with Filter Magazine for two days of amazing music, festivities and fashion freebies at Luster Pearl. You must RSVP in order to attend, first come, first serve.

SXSW Swag – Online – March 9th – March 16th, 2012

It would not be a technology conference without tons of Swag! SXswag is now live for SXSW registrants via SXsocial. If you’ve registered for SXSW 2012, now’s your chance to start digitally redeeming the oodles of swag. From magazine subscriptions to discounted software and more, SXswag has it all, so check it out today.



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  2. Desiree Durso

    I am a Wardrobe & Style Consultant who is interested in attending SXSW2013… how would I go about registering to attend that?

    Thanks in advance for your response.

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