Is SXSW more important than fashion week?

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Scrolling through Instagram this last week one could have been mistaken for thinking that the next city on the fashion month calendar was in fact Austin, Texas, what with the amount of editors, bloggers and fashion influencers posting from the city’s annual SXSW Interactive festival.

No other year has the presence of so many of the fashion industry’s big players – like Lucky Magazine’s Eva Chen, supermodel Karlie Kloss and Diesel’s Nicola Formichetti – been so obvious. Recognizing that the dialogue between fashion and technology has never been more important, festival organizers have created a new portion of the festival called SXStyle, dedicated to retail innovation.

It of course should be noted that SXSW has been an important conference for many retailers over the last several years. Such brands include Calvin Klein, Neiman Marcus, Hunter and Burberry. Early next week subscribers can read more about this year’s trends in our report, entitled “SXSW Interactive 2015 – 10 Big Ideas.” Scroll through to see some of the best Instagram’s of the week:

Lucky Magazine's Editor-in-chief Eva Chen at SXSW Interactive

Lucky Magazine’s Editor-in-chief Eva Chen at SXSW Interactive

Editor-in-chief at YahooStyle Joe Zee & Editor-in-chief at Lucky Magazine Eva Chen in discussion at SXSW Interactive

Editor-in-chief at YahooStyle Joe Zee & Editor-in-chief at Lucky Magazine Eva Chen in discussion at SXSW Interactive

Supermodel Karlie Kloss at SXSW Interactive

Supermodel Karlie Kloss at SXSW Interactive

Karlie Kloss & Facebook's Sara Wilson at SXSW Interactive

Karlie Kloss & Facebook’s Sara Wilson at SXSW Interactive

Diesel Artistic Director Nicola Formichetti at SXSW Interactive

Diesel Artistic Director Nicola Formichetti at SXSW Interactive

New York it-girl Annabelle Dexter-Jones at SXSW Interactive

New York it-girl Annabelle Dexter-Jones at SXSW Interactive

Cosmopolitan.com's Amy Odell at SXSW Interactive

Cosmopolitan.com’s Amy Odell at SXSW Interactive

Birchbox's Hayley Barna at SXSW Interactive

Birchbox’s Hayley Barna at SXSW Interactive

Youtube's Michelle Phan trying out Oculus VR at SXSW

Youtube’s Michelle Phan trying out Oculus VR at SXSW

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Sam Aldenton is a New York based, Australian expat writer. As associate editor for digital media and marketing she reports on ad campaign analysis, social media platforms, brand analysis and developing strategic trends. Prior to this Sam reported on street style and trends for WGSN at events such as Coachella, SXSW, NXNE and New York, Mexico and Miami Fashion Weeks. She has also covered trade shows including Coterie, Capsule, Agenda, Miami Swim week and MAGIC market week. Sam is part of the team that overseas WGSN’s social media platforms working closely on instagram & tumblr. Her work can also be seen at Fashionista and The Style Tip.

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