For the first time ever, the popular Music, Interactive and Film Fest, SxSW (South by South West in Austin, Texas) brings Style and Fashion into the picture. Style X pronounced as Style By) was founded by Joah Spearman and Jon Pattillo and it’s the first time that SxSW is having such an event this 2011. Being the fashion lover that I am, I decided to take a trip down south to the capital of Texas to bring you Chictopians a look at what Style X really is!
What is Style X?
If New York has Fashion Week, Austin has Style X.
But it’s no series of fashion shows. Instead, it’s a showcase for emerging fashion from around the world, patterned after what South by South West is doing in the Music, Film and Technology industries.
“Always in search of the fresh, undiscovered and emerging talent around the world, SXSW is now dipping a lot more than a toe into the fashion industry because while the majority of fashion events and trade shows celebrate established, well-known labels and lines, there remains a need to showcase the cutting-edge designers, ear-to-the-streetwear labels, visionary yet not yet commercialized manufacturers of style. This should come as no surprise to those who have enjoyed SXSW for many years since the event has already become one of the most-fashionable events in the world even without a direct fashion-focused event.” – SxSW
Style X was held at Exhibit Hall 4 of the Austin Convention Center last March 18 to 19. It combined Panel Discussions, Fashion Shows featuring SxSW artists/musicians, and a massive shopping area featuring the participating brands.
Panel Discussions
I was fortunate enough to make it to one of their Panel Discussions with the topic, “Technology is Cool, but Technology+Fashion is Cooler”. Joah Spearman moderated the discussion. Two gorgeous bloggers were there, Kelly Framel of TheGlamourai.com and Indiana Adams of AdoredAustin.com who happens to be one of the co-founders of the Texas Style Council Conference that took place last March 11 to 13, 2011. Aside from those two panelists, we also had the pleasure of listening to the following panelists:
- Marissa Evans: CEO/Founder, Go Try It On
- Devin Hunt: co-founder, Ly.st
- Syuzi Pakhchyan: author, Fashioning Technology
- Morris Panner: CEO/founder, GroupFlier.com
- J. Erik Schaeffer: CEO/co-founder, RetailrApp.com & DoubleStereo.com
In the discussion, they talked about how technology is influencing fashion and vice versa. Thanks to technology, more and more people are able to watch fashion shows without having to physically be there, say in Paris. Take for example Louis Vuitton who offered live streaming of their Paris Fashion Show on Facebook. But with that also comes the issue of how fast these fashion houses can offer it to the market, knowing that consumers are able to see what they want from the collection in an instant. Many other aspects of fashion and technology were discussed like technology in creating fabrics that come with LED lights as talked about Pakhchyan, the author of Fashioniong Technology. Marissa Evans also talked about her new business, Go Try It On that combines fashion and technology, providing real-time advice/votes by a fashion community when for example, you’re in a fitting room, deciding on what dress to buy for what.
The two other panels and set of panelists during Style X 2011 were:
1.Music and Style: Force Amplifiers
- M. Brady Clark: designer, former men’s designer, Billabong
- Ericka Herod: designer, DJ I Wanna Be Her
- Thomas Nauls: owner/lifestyle curator, Tipping Point (Houston)
- Kerri O’Connel: creator/owner, GoodWoodNYC
- Kent Zambrana: musician/filmmaker, Letting Up Despite Great Faults
2.The Difference Between Fashion & Style and How to Break into the Biz
- Moe Boualaphanh, new faces, development & imaging, Marilyn Modeling Agency
- Bradley Carbone: lifestyle/sneaker editor, Complex Magazine
- Chloe Dao: fashion designer, Project Runway winner
- Allen Onyia: founder, UpscaleHype.com
- Amal Safdar: runway show coordinator, OneKick Productions
Participating Brands
There were a ton of brands, independent business owners and such during the Style X Austin event. And if you are wondering if they are all local to Austin, they’re not. They’re coming from all over the US from San Francisco to Santa Cruz, CA and even Charleston, SC to New York! They are listed below but if you’d like to know more about each of these names, you can click here.
- Open Arms
- By Samii Ryan
- HELM Handmade Boots
- MadGods
- SpiritHoods
- Loyal K.N.G.
- Fur Face Boy
- Keds
- The General Store
- Zodiac USA
- Frank’s Chop Sho
- toxo-philite
- Bolingo Bags
- Idylwild
- Bandit Brand
- Krochet Kids international
- Sea Pony
- Metalli Jewelry
- Veritas Fashion
- Bed|Stü
- The Good Child
- Proxy Apparel
- Good Wood
- FRESH.i.AM
- Tikkr
- Yours Truly
- Criquet
- We Are The Process
- Cavortress
- The Jamie Marx Co.
- Tortoise & Blonde
- X-Ray Jeans
- Kirin
- Lumete
- American Apparel
Runway Shows
Two runway shows were featured each day with the last day featuring SxSW’s own performers.You can watch a video of what Style X is all about through this link and see a peek at the fashion shows there too.
This year’s first ever Style X Austin is proving to be a success and we can’t wait for more next year! Now that SxSW has tapped into the fashion industry, we’re sure there will be a bigger one waiting for us next 2012. Plan ahead and we hope to see you there!
