South by Southwest
Hangar Lounge, 318 Colorado Street, March 11-13, 2016

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

As an official partner of SXSW and SXstyle, the Decoded Fashion House will take up residence for three days at Austin’s Hangar Lounge. Hosting all sorts of activities with some of our favorite innovators from across the fashion and tech space, it will also provide a meeting place for the fashion and tech community.

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


During the three days of SXstyle, the Decoded Fashion House will be hosting a series of special events. For attendance information, please click here - bookings open early February.

Day 1

March 11, 2016

12.30pm: Decoded Fashion @SxStyle Panel: How Fashion is Making Tech Wearable

The wearable technology market is expected to be worth 5.8 billion (USD) by 2018, and the race is on for which fashion brand will dominate the market. It’s time to meet the contenders for first place. Hear how some of the contenders are trying to take first place.

Liz Bacelar, Founder, Decoded Fashion
Uri Minkoff, Co-Founder & CEO, Rebecca Minkoff
Nadja Swarovski, Member of Executive Board, Swarovski

2.00pm: Fashion House Opens

The Visionaries: Creative Innovation

Industry leaders come together to look at how effective use of innovation can create stand out fashion & beauty brands that connect with today’s consumer.

JJ Wilson, Co-Founder & Head of Global Brand, Kit & Ace
Uri Minkoff, Co-Founder & CEO, Rebecca Minkoff

3.00pm: DF Startup Competition

Details coming soon…

6.00pm: Decoded Fashion & #FashMash Mixer

We are joining forces with #FashMash to bring together the global fashion and tech community at SXSW for our kickoff mixer.

Day 2

March 12, 2016

10.00am: Digital Detox: Rooftop Yoga

Details TBC

11.00am: Stylus Presents: Dissolving Demographics 

As generations converge and ‘tribes’ proliferate, how do you engage fluid consumer groups that are no longer defined by age or location.

Hayley Ard, Head of Consumer Lifestyle, Stylus

12.00pm: Meet The Disruptors: Startup Stories

Hear from Decoded Fashion’s pick of the best tech startups making waves in 2016.

11.00am – 2.00pm: Mentorship Hub

2.00pm: Meet The Innovators: Content, Commerce and Conversation

The three Cs are transforming the retail experience is being transformed by the consumers need for more, how can brands harness different technologies to cash in on their content?

Moderator: Lucie Greene, Worldwide Director of the Innovation Group, JWT
Brendan Lowry, Director of Marketing, Curalate
Sid Jatia, Vice President, Omnichannel Digital, Under Armour
Lee Ann Grant, Vice President, Business Development and Sales, ShopStyle

3.30pm: Shoppable Content & Cocktails with Curalate

5.00pm: The Queens of Tech: Meet the Gals that are Killing it in the Digital Space

What does tech-world power look like? 2016 is set to see more women than ever in leading roles in the technology sector. We are bringing together females in power to discuss the shift in industry and the changes ahead.

Moderator: Eliza Brooks, Associate Editor, Fashionista
Lisa Green, Head of Industry, Fashion & Luxury Brands, Google
Ophelia Ceradini, VP Digital Innovation & Technology Group, Estee Lauder
Kelly Kowal, Managing Director – Farfetch Black & White, Farfetch
Sheena Sauvaire, CMO, Topshop

Day 3

March 13, 2016

10.00am: Digital Detox: Rooftop Yoga

Details TBC

12.00pm: Retail Disruptors: The Future of Retail Isn’t What You Think

Explore how retail is evolving the consumer journey, from mobile to in-store to new shopping experiences. What is the store of the future?

Jennifer Stone Williams, Vice President of Retail Services, Perry Ellis
Dana Randall, Senior Director, Global Omni-Channel Innovation, Coach

11.00am–2.00pm: Mentorship Hub

2.30pm: The Influencers: New Ways to Engage in the Digital Era

The channels you use, the people you choose – How do you pick the right mix of tools to maximise impact, and engage fashion consumers in the digital age.

Moderator: Christian Ward, Senior Editor, Media and Marketing, Stylus
Olly Rzyko, Head of Digital Comms, Primark
Michelle Sadlier, Head of Innovation & Social Media, Hunter

4.00pm: Closing with Decoded Fashion



Lisa Green

Head of Industry, Fashion, Google

Lisa's team brings a strategic blend of insights and digital solutions to the fashion industry to help them build brands and drive business online. Joining Google in 2005, Lisa has held a variety of positions, always with a focus on global brand building. She was a founding member of Google's Agency Development Team, launched the Campaigns & Elections Team, and has been the recipient of numerous awards.

Jennifer Stone Williams

Vice President Retail Services, Perry Ellis International

Jennifer is an energetic and savvy retail professional providing years of proven leadership and success at Perry Ellis International. She has expanded and led the Retail Services Division for Perry Ellis International for 18 years. Her retail coordinator team services department stores in both the US and Canada. She also heads up store planning and visual presentation in department stores for multiple brands at PEI.

Hayley Ard

Senior Editor – Consumer Lifestyle, Stylus

Hayley develops Stylus’ Macro Trends, which describe long-term evolving patterns in global consumer behaviour across all creative industries. She oversees reporting on consumer lifestyle and science and technology trends.

Hayley was previously acting managing editor at Global Blue, the international tax-free shopping business that produces print, mobile and online shopping guides.

Liz Bacelar

Founder, Decoded Fashion

Liz Bacelar created Decoded Fashion in 2011 with the goal to promote collaborations between Tech founders and decision-makers in Fashion, Beauty and Retail. She is an experienced communications specialist, and an Emmy-nominated network TV producer. She was also the Global Communications Director for a public technology company, with offices in the US, England, Israel and Australia.

Brendan Lowry

Director of Marketing, Curalate

Brendan Lowry is part of the founding team and Marketing Director at Curalate, the leading visual commerce platform used by over eight hundred of the world's most loved brands. The Curalate Visual Commerce Platform connects visual content to commerce throughout the customer journey to drive awareness, engagement, and conversions.

Kelly Kowal

Managing Director – Farfetch Black & White, Farfetch

Kelly has a strong background in internet marketing and ecommerce, with her experience spanning over 12 years. She joined Farfetch in November 2010 to build and run all digital marketing initiatives including customer acquisition, customer retention and customer engagement.

Sid Jatia

Vice President, 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.


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 2016’s mentors…

Herschel Supply

Global Marketing Director

Branding, Marketing/PR, Social Media

Perry Ellis International

Vice President Retail Services

Branding, Retail Operations, Shop Development/Design

The Estee Lauder Companies

Manager, North America Innovation

Branding, Digital Marketing, Marketing/PR


Head of Web Development

Digital Marketing, Retail Operations, Social Media

New York Times

Growth Strategy Editor

Media, Social Media, Editorial

Estée Lauder

Director of Innovation and Strategic Partnerships

Estée Lauder

VP Digital Innovation & Technology Group

Brooks Brothers

SVP, Global Marketing

Digital Marketing, eCommerce, Social Media


Sr. Director Omnichannel Innovation

VF Corporation

Senior Manager, Research & Testing, Global Innovation Centre

Business Development, Product Development, Wearables

Fast Company



VP Global Digital Creative

eCommerce, Product Development, Social Media


Senior Editor

Luxury, Media, Wearables

Ustwo / Tech Stars

Digital Product Strategy

Mobile, Product Development, VR & AR

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