South by Southwest
JW Marriott Austin, March 13-17, 2015 

Decoded Fashion returns to SXSW this year, as a partner of the festival’s brand new lifestyle hub: SXstyle.

Over the 5 days of SXSW Interactive, we will setting up home at the JW Marriott to bring you panel sessions, special events, networking opportunities, a mentorship hub, and an exhibit showcasing the most beautiful wearables and most innovative technologies in fashion and retail.

Our full day of programming will run on Saturday, March 14, 2015.

Mentorship Hub

In partnership with

At the Mentorship Hub, startups and emerging designers can sign up for a limited number of face-to-face meetings with various executives from across the Fashion & Retail industry.

Each mentor will offer 10-minute sessions and provide candid feedback and advice to help move startups forward. These meetings should not be sales pitch sessions, but an opportunity to explore your messaging, value prop and even pricing with those who truly understand your target market.

See below for our growing list of mentors.

Kate Spade Saturday

Marketing Director

The Estee Lauder Companies

Manager, North America Innovation

Michael Kors

Director of Digital Innovation


SVP, Strategy & Growth


Investment Director


Head of Industry, Fashion


Digital Director

John Lewis

Innovation Manager


Head of Digital

Manager, Website and Mobile Product Management


On Saturday March 14, 2015, Decoded Fashion curates a full day of programming at SXstyle. Discussions will cover the now and next of fashion and technology, from the brands experimenting with emerging technologies, to entrepreneurial thinkers in the wearables industry. Join us as we debate the future in Room 205 of the JW Marriott.
The Fashion Hack: Experimentation and Co-Creation

Hackathons, incubators and in-house labs, learn about the entrepreneurial thinkers that are reinventing the future of the fashion industry.


Moderator: Liz Bacelar, Founder, Decoded Fashion

Maurizio Rossi, Founder, H-Farm

John Vary, Innovation Manager, John Lewis

Building a Lean Mean Fashion Business Machine

Taking on the tech; it’s time to take a look at what’s worked, what’s not, and what fashion brands should be investing in right now.


Moderator: Karinna Nobbs, Senior Lecturer, Digital Fashion Strategy at British School of Fashion

Daniel Bobroff, Investment Director, ASOS

Lisa Green, Head of Industry, Fashion, Google

Kate Walmsey, Digital Director, Topshop

Mobile: The Glue Between Online & Physical Retail

Social and mobile, the universe of the millennial. What does it mean for fashion brands? And how does it affect your digital spend?


Moderator: Tricia Nichols, Global Lead of Consumer Engagement, Media Strategy and Brand Partnerships, Gap

Michelle Devore, Director of Marketing, Neiman Marcus eCommerce

Carla Dunham, Director of Marketing, kate spade saturday

Alan Tisch, Co-Founder and CEO, Spring


Digital Skins: The New Age of Fashion Manufacturing

The seamless integration of new technologies into fashion is already happening. Explore the unknown of advanced materials and wearable technology.


Moderator: Hayley Ard, Senior Editor – Consumer Lifestyle, Stylus

Francis Bitonti, Designer, Francis Bitonti Studio

Dr. Amanda Parkes, Chief of Technology & Research, Manufacture NY

Building an Empire of Data for Retail

In a world where data is being collected from every touchpoint, how can retailers leverage data strategically?


Ryan Craver, SVP, Strategy & Growth, Lamour

Daniel Bobroff

Investment Director, ASOS

Daniel has a career of over twenty five years as a tech entrepreneur with a wide body of work. He was acclaimed for “selling Sonic to the Admen”, pioneering in-game advertising throughout the nineties with the first campaigns seen within the medium and working with some of the World’s most famous brands.

Maurizio Rossi

Founder, H-Farm

Pioneer in the startup business and Venture Capital in Italy, Maurizio holds the position of Vice President of H-FARM Ventures, one of the leading Incubator / Accelerator in Europe. Maurizio has over 7 years experience in H- FARM Ventures and over 40 investments in digital startups.

He previously worked in the luxury and sporting goods industries, some involving acquisitions by global leaders such as LVMH fashion holding.

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.

John Vary

Innovation Manager, John Lewis

John Vary is IT Innovation Manager at John Lewis having taken up the position on 6th January 2014. John heads up the in-house innovation lab, 'Room Y' where he oversees the development of early stage idea generation and rapid prototyping, bringing to life a variety of emotive and fully immersive experiences. John joined John Lewis from Burberry where he held the position of Innovation Architect.

Dr. Amanda Parkes

Chief of Technology & Research, Manufacture NY

Dr. Amanda Parkes is a fashion technologist and biomedia designer with over 10 years of experience in interaction design, wearable technology, and fashion innovation. She is the co-founder and Chief of Technology and Research at Manufacture NY, a new hybrid fashion incubator/factory/research facility in Brooklyn NY. She was recently named to the 2014 Business of Fashion 500 People Shaping the Global Fashion.

Ryan Craver

SVP Strategy & Growth, Lamour

Ryan’s natural fascination with the intersection of retail and technology has led to a career of inspiring and leading retailers to be on the forefront of the evolving "connected retail" environment. He enjoys changing consumer dynamics and defining how retail organizations can leverage technology to strengthen their competitive position. Most recently, Ryan is in charge of the core department store strategy at Lord & Taylor.

Karinna Nobbs

Senior Lecturer, Digital Fashion Strategy, British School of Fashion

Karinna is a curious researcher, lecturer and consultant of the many spaces in which technology and fashion collide. She is a visual merchandiser by trade and has worked with United Colours of Benetton, Kookai, House of Fraser and Ralph Lauren. In her academic career she has lectured at London College of Fashion, and is now focused on critically examining the digitalisation of fashion in order to launch a new Masters Degree in 2015.

Alan Tisch

Co-Founder and CEO, Spring

Alan is the Co-Founder and CEO of Spring. Prior to Spring, he worked in Operations at Fab and in City Hall to make New York City more tech friendly, launching such initiatives as the NYC Big Apps Competition.

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.

Francis Bitonti

Designer , Francis Bitoni

Designer Francis Bitonti is ushering in a new manufacturing paradigm through his sui generis blend of computational design techniques and emerging manufacturing technologies. Blurring the lines between fashion and technology, Bitonti’s trademark process merges cutting edge digital design and manufacturing technologies, aimed to transform mass production.

Michelle Devore

Director of Marketing, Neiman Marcus

Michelle directs eCommerce Marketing for the newly created Neiman Marcus Omnichannel Marketing organization.
She is responsible for eCommerce marketing strategy for both and 41 NM store locations.
Additionally, she is responsible for marketing strategy for the customer-facing NM app and International websites.

Tricia Nichols

Global Lead of Consumer Engagement, Gap

As Global Lead of Consumer Engagement, Tricia oversees digital, social, media, emerging
platforms and brand partnerships for Gap. Her passion for bringing a consumer-first approach to planning provides a strong compass for navigating an ever-changing marketing landscape and
bringing the physical and digital worlds of retail closer together.


Throughout the five days of interactive, the Decoded Fashion Mentorship Hub
in partnership with Swarovski will play host to a series of special events.

Interested in getting involved? Get in touch with

Day 1


9.00am- 6.00pm:
Decoded Fashion Mentorship Hub, Room 213

6.00pm- 8.00pm :
#DFMEETUP, Room 213

Our global Meetup series lands in Austin, join us for a cocktail to kick off SXSW.

Day 2


9.00am- 6.00pm:
Decoded Fashion Mentorship Hub, Room 213

9.30am- 6.00pm:
Decoded Fashion @SXSW

A full day of content curated by Decoded Fashion in Room 205 at the JW Marriott.

Day 3


9.00am- 6.00pm:
Decoded Fashion Mentorship Hub, Room 213

More events TBA



9.00am- 6.00pm:
Decoded Fashion Mentorship Hub, Room 213

More events TBA



9.00am- 6.00pm:
Decoded Fashion Mentorship Hub, Room 213

More events TBA


Decoded Fashion showcases a new era of design and function at the Fashion Hacked Exhibit.

From wearables to crafty redesigns, this gallery highlights the most promising brands and their innovative takes of fashion and accessories in the wearables arena. See the software and hardware that’s soon to be powering your everyday life.

Interested in getting involved with the Fashion Hacked Exhibit, please get in touch with

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