By Rachel Arthur
Posted on March 3, 2017

For anyone heading to Austin for SXSW Interactive this year, you will no doubt be entering into those few days ahead where you realise not only how much else there’s still to be done at work before you go, but just how little time you’ve had to prep for what’s to come.

Never fear! On the one hand, there’s something incredibly beneficial about the serendipity of going with the flow at this event. Plus the app is pretty spot on for getting you figured out hour by hour. That said, on the other, there’s a need to do several RSVPs to make sure you can get in to the parties you want to etc, and having a rough idea of your itinerary for the week, never harms.

So on that note, here are our highlights for the best of each day, designed specifically with those working in fashion and retail in mind. There’s also a link at the bottom to my full schedule for the week should you wish to see a more detailed, but still filtered version of the programme.

Look forward to seeing lots of you there. Don’t forget, we have #FashMash drinks at 6.30pm on Friday, March 10. If you didn’t get an invite, do drop me a note. Last but not least be sure to check out the survival guide Olly Rzysko of Primark wrote for us last year, complete with insanely relevant Kanye GIFs throughout.


Friday is a real ease-in kind of day, with a slow start to allow you to get your badges, and only a handful of highlights throughout the programme. One of the true beauties of SXSW is stepping outside of your usual remit and learning from other worlds, so don’t miss Cory Richards’ keynote at 2pm – a climber and visual storyteller, he was named National Geographic Adventurer of the Year (2012) and a National Geographic Fellow (2015).

Also worth checking out is the 11am session on how tech is shaping the future of entertainment. Pete Cashmore, founder and CEO of Mashable, will sit down with leaders in the entertainment and technology space to discuss how television and film are working hand in hand with Silicon Valley to not only reach consumers in the new ways they’re watching videos, but adjusting their creative process based on new advances in audience data.

On top of that is a session on the dawn of the drones, and how blockchain applies to other industries beyond fintech. If you have time, The Girls’ Lounge is also open from 8am – 6pm and is worth heading over to.


Saturday is a real conundrum with multiple incredible sessions all planned at the same time. Here’s where the luck part comes in at SXSW: some of them will be the talk of the week, others will be a total fail, and some you may not even be able to get into (if it’s a popular subject or speaker, be sure to arrive at least 30 mins early). For the 9.30am session for instance, it’s a toss up between learning about where artificial intelligence is headed from Microsoft, the real application of it in Disney’s case, or a talk from Bolt Threads’ CEO on their progress with spider silk as a new fibre for the industry – an exploration of how his team is using biotechnology to design protein-based materials at the molecular level. That’s a tough choice.

Later on, there’s an influencer session under the SX Style umbrella with Reward Style’s Amber Venz Box and a deep look at data specifically in the fashion industry with StitchFix and Poshmark. My true highlight for the day however, has got to be Casey Neistat’s talk at 3.30pm.

If that’s not enough, the Levi’s Outpost also opens on Saturday (and runs through the week), with a party in collaboration with Google’s Project Jacquard team the same evening.


Sunday is Decoded Fashion’s day, meaning if it’s really fashion content you’re after, you may not need to move from their Hangar Lounge location. That said, if you’re looking to mix it up and step out of your comfort zone, several other talks look very promising, including Fjord’s 2017 trends report examining not only trends that will impact consumers, but those set to impact design, business, organisation, culture and society in the next 12-18 months.

By the time you get to Sunday, it’s quite likely you’ll have already been to, or intended to go to, a handful of sessions on chatbots, but there’s another at 11am that seems particularly worthwhile. Outside of those, we’ll be heading to one on mixed reality at 3.30pm, followed by what looks to be a very fun session all about the technology promised us by Marty McFly in Back to the Future at 5pm.

As for other events, ModCloth and Wrangler have teamed up for a reception early evening, while Intel also has their AI lounge (running March 10-12) to head over to and learn from. If that wasn’t enough: Liz Bacelar (founder of Decoded Fashion) also launches her new business, TheCurrent, with a VIP programme from 4pm-7pm looking at innovation in the fashion and retail industries featuring speakers from Under Armour, Ford, Google, Parsons and more. There’s also a live podcast recording on Saturday morning with Rebecca Minkoff.


If you haven’t had too much in the way of tacos and magaritas yet, and you can still manage to get up early, kickstart Monday with Ford’s session with executive chairman, Bill Ford, all about smart mobility. Make sure to get out on time however, because Marc Jacobs is up at 11am in conversation with Vogue’s Sally Singer and the queue is likely to be popular. The discussion is around designing in the age of the social media, which isn’t exactly a new topic (for anywhere, let alone SXSW), but it is Marc Jacobs.

A true highlight of the day (in fact the whole week), mind you, comes from futurist Ray Kurzweil, a director of engineering at Google, with his daughter Amy Kurzweil, who works at the Fashion Institute of Technology no less, at 12.30pm. Ray is one of the best speakers I’ve ever seen, so all hopes are pinned on this session being one of the best.

Rounding up the day is Matthew Drinkwater of London College of Fashion on designing in a digital world, and then Avery Dennison on connecting our clothing and our wardrobes, followed by a drinks reception with their team. If you have a spare moment, you might also want to check out Giorgio Armani’s Films of City Frames installation – showcasing five cities by five directors through five films. It runs all day from 10am-6pm, from March 12-15.


On to the final stretch and why not end on an inspirational high on the last day? Netflix is talking about mobileL’Oréal is discussing holograms and the one and only Buzz Aldrin is also in town.

The big hitter, however, will be Yasmin Green of Jigsaw (of Alphabet variety, not the British fashion store), who leads the team’s innovation efforts, overseeing projects on counter-radicalisation and fragile states.

And last but not least, it’s not a true SXSW experience until you attend one of Bruce Sterling’s closing keynotes. “The future: history that hasn’t happened yet”, as he calls his session, will whip the slider-bar between the unthinkable and the unimaginable, which is exactly what you’ll need to cap off your Austin week.