South by Southwest
Hangar Lounge, 318 Colorado Street, March 12, 2017

Meet with the Innovators, Disruptors & Visionaries of the Fashion & Tech Industry. 

As an official programming partner of SXSW Style and SXSW, the House will be the heart and soul of the Fashion and Tech community in Austin. Join us for an array of activities and content sessions with the innovators from across the industry.

Here’s a quick glance of what’s in store: 


The Decoded Fashion House will delve into the hottest topics for 2017; from influencers, brands and insta-commerce to what AI really means for the industry.


“It was really a great experience from my side. I always enjoy hearing new ideas and seeing the vibrant energy of fashion entrepreneurship.”

Olivier Zimmer
Head of Innovation, Insights and Analytics

Full Agenda


Please fill out your details below to view the full agenda:


“We had a wonderful time at SXSW & made a great deal of amazing connections. We absolutely loved the experience you put together & found the networking to be invaluable.”

Kimiko Thornton
Sr. Director, Innovation
Bespoke @ Westfield

Cathy Sparks

VP / GM Nike Stores & Retail Concepts, Global Direct to Consumer, NIKE, Inc.

Cathy Sparks is the Global VP, GM of Nike Stores & Retail Concepts, for Global Direct to Consumer at NIKE, Inc. where she leads the strategic direction, and concepts development across the global Nike Store landscape with a focus on delivering premium performance products and elevated service and consumer experiences.

Olly Rzysko

Head of Digital Communications, Primark

Innovative approaches to storytelling, building highly engaged audiences in multiple countries and a love affair with GIFs summarise Olly Rzysko’s approach to his role as Head of Digital
Communications at Primark. Having spent 13 years working in Fashion he is focused hugely on the customer and what excites and engages them and how they can be surprised with new methods of transmitting a message.

Michelle Sadlier

Head of Brand and Digital Innovation, Hunter Boot Ltd

Head of Brand and Digital Innovation at Hunter, she previously held the positions of global digital communications consultant for luxury fashion PR agency Karla Otto, and social media lead for luxury retailer Net-a-Porter. Born in Dublin and now based in London, she believes in being social, creative and innovative everywhere and always loves challenging the status quo.

Sid Jatia

Vice President of Omnichannel & Digital, Under Armour‎

Sid is a business leader with 15 years of successful track record leading large organizations through a digital first sensibility. Currently, at Under Armour his team is focused on driving channel innovation, both in retail and e-commerce. Previously at Razorfish, he led several engagements involving omni-channel strategy, new models of merchandising, commerce optimization, and store activation.

John Vary

Head of Innovation, John Lewis

A thought leader in the field of retail disruption and tech-enabled innovation, John heads up the IT innovation team at John Lewis. He is responsible for the UK department store’s in-house skunkworks, named ‘Room Y’, where he oversees the creation and developments of special projects geared around multi-sensory experiences.

Krista Neuhaus

Director of Digital Marketing, Kate Spade & Company

Krista Neuhaus is Director of Digital Marketing at Kate Spade & Company. She joined the company in May 2015 and leads brand strategy for all digital channels, including digital influencer partnerships, paid media & social platforms. Prior to Kate Spade & Company, Krista was the Senior E-Commerce Manager at Mattel, running the direct-to-consumer online business.

Jennifer Tidy

Head of Partnerships, Modiface

Jennifer is a dynamic, results-driven, sales and business development executive with years of experience in the beauty and technology industries. Since starting at ModiFace in 2009, she has made a track record for successful project management, providing leading edge solutions, building strong teams to meet established targets, and driving revenue.

Shannon Davenport

Head of Advisory, Stylus

Shannon Davenport is Head of US Advisory at Stylus, where she works with global brands and creative agencies to identify future market trends and cultural shifts that are likely to impact their businesses. Her client list includes well-known brands like Procter & Gamble, Levi’s, Mattel and Marriott.

Rachel Waller

Global Director of Online Communications, Farfetch

Rachel is the Global Director of Online Communications for FarFetch, leading brand marketing, advertising, social media, online brand communications, App & video content, working on building Farfetch’s brand awareness across 22 markets and in 9 languages.
Previously to her near 6 year career with the brand, she previously held positions with Mediacom and Affiliate Window.

Lady Kinvara Balfour

Director, Writer, Speaker, Kinvara Balfour Ltd.

Kinvara is a director, producer, writer and speaker. Her work spans the worlds of fashion, tech, theatre and film.
Kinvara has advised and directed the launch of several major tech start-ups in UK and USA. She hosts conversations with global game-changers on stage and directs them on film. She speaks at conferences around the world about fashion, tech and the zeitgeist. She has also written and performed in several plays.

Rachel Arthur

Fashion, Business & Technology Journalist,

Rachel Arthur is an award-winning business journalist specialising in fashion and technology. She contributes to titles including Forbes, Wired, The New York Times, The Guardian, The Daily Telegraph and The Business of Fashion. She is also the founder of tech-focused news site and the vision behind the global #FashMash community.

Steven Lammertink

Founder & CEO, The Cirqle

Steven Lammertink (27) is Founding CEO of The Cirqle. The world’s first OAuth verified platform connecting over 8000+ fashion, beauty and lifestyle influencers with luxury brands and agencies worldwide. Steven was selected from thousands of candidates by the Dutch government for the prestigious Kauffman Scholarship. A scholarship that brought him to Harvard, MIT and Stanford and worked briefly for the Advanced Technology Lab of Adobe.

Olivia Herron

VP of Account Management, Curalate

Olivia Herron is the VP of Account Management for Curalate. Curalate enables brands to take the visual content that surrounds them and use it to improve the discovery of products, services, and brands in any place that people engage with content. Curalate modernizes the commerce experience for hundreds of the world's most loved brands, and powers visual discovery for millions of consumers, daily.


Decoded Fashion’s Mentorship Hub connects fashion executives and influencers with talented entrepreneurs looking for advice. These meetings have helped hundreds of startups and even resulted in a number of exciting collaborations between the brands, retailers and new startups.

The first of 2017’s mentors will be announced shortly…

Contact Us

Decoded Fashion