SXSW brings fashion and technology together for “Style X”

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This year, SXSW hosted the first-ever fashion exhibition, Style X (Style By), aimed at showcasing emerging talent in the fashion industry. Panelists included executives from tech companies Square, Go Try It On, GroupFlier and Lyst.

Austin.- This year, SXSW hosted the first-ever fashion exhibition, Style X (Style By), aimed at showcasing emerging talent in the fashion industry. Panelists included executives from tech companies Square, Go Try It On, GroupFlier and Lyst.

“With a struggling retail economy in recent years, we have countless examples of fashion companies looking to technology for ways to maintain and grow their business,” said Style X co-founder and executive producer Joah Spearman.

“We’re excited to have Square, Go Try It On, GroupFlier, Lyst and Fashioning Tech as partners and panelists for Style X to further expand the role technology is playing in driving the fashion industry,” he added.

Style X highlighted emerging talent in the fashion industry—from New York-based Jenny Musitano’s “Yours Truly Brand” to Austin-based “Tikkr’s” stylish line of interchangeable watches.

American Apparel, Frank’s Chop Shop, Tortoise & Blonde, Proxy Apparel and Keds were also among the brands showcased. Many of the brands had their apparel and accessories featured in runway shows both Friday and Saturday while SXSW musicians served as the models.

Go Try It On (GTIO) served as the official casting call partner for Style X providing a website for musicians to submit their photos with the chance to win a spot as a model in one of the runway shows.

“When I first heard that Style X would be working with musicians as its runway models, I thought the idea was brilliant and it would be perfect for our company,” said Marissa Evans, founder and CEO of GTIO.

“Go Try It On is thrilled to be the official musician/model casting partner for SXSW’s first-ever fashion exhibition and even more excited for the runway shows,” stated Evans.

Along with Square and GTIO, the D.C.-based group texting startup GroupFlier was the official group-texting partner of Style X. During SXSW, GroupFlier launched a new way for musicians and fashion designers to connect with their fans via text.

“This is the first time ever that people in the creative industries will be able to seamlessly update their fans and chat with their friends through SMS,” said the company’s CEO Morris Panner. “GroupFlier is truly positioned to connect everyone from musicians to boutique owners to their fans. We believe this is the most effective way to communicate— not with the entire world, but with the world that matters to you and your endeavors.”

Also on board was London-based fashion site Lyst to connect
hipsters to fashion designers while enabling them to see the inspiration for new collections. Lyst works with designers ranging from Tory Burch, Michael Kors and Ralph Lauren.

“South by Southwest is all about discovery of new creative talent in the world and Lyst is excited to be a part of the first-ever fashion showcase by the festival and conference,” said Lyst’s co-founder Chris Morton. “Lyst will enable the thousands of attendees of Style X to continue following their favorite new designers long after the event.”

“Fashioning Technology” author Syuzi Pakhchyan was also a panelist and brought a number of the innovative designs to help bridge the gap between technology and wearable art into a FashionWare exhibit.

Pakhchyan’s book is an introductory do-it-yourself book that brings technology and crafts together while offering how-to projects that help the reader learn ways to create functional works of art.

“Until recently, technology has been used predominately for the production, manufacturing or marketing of fashion. Today designers are integrating technology, specifically electronics and sensors, directly into the fibers themselves. The results are extraordinary,” said Pakhchyan.

“Clothes have become programmable, shape-shifting, and color-changing. They have become interactive, even theatrical and interactive fashion has to be experienced first-hand. I want people to watch these garments perform. And for the first time ever, the visionary work by cutting-edge fashion designers from all over the world are being staged together at the FashionWare SXSW exhibit.”