SXSW gets new style

Adding to the music, film, technology, and video games, StyleX introduced fashion to this year's South by Southwest.

Instead of using professional models for the runway, several musicians that performed in the SXSW Music Festival or are affiliated in the Austin music scene walked the catwalk. However, this was intentional.

"I think it was just in an effort to make sure that this event didn't scream of some fashion week-type event. We weren't trying to create a fashion event. We were trying to create an event that represented the creative people that make fashion, but align themselves with music, which is why people are here for SXSW," said Joah Spearman, producer for StyleX (pronounced "style by").

There was a line wrapped around the hallway of the Convention Center for the American Apparel Flea Market as well as many attendees inside checking out the vendors selling their goods.

"The turnout was tremendous," said Spearman. "I think that I would consider this a success because the people that I've heard from thus far have said this event really represents a hole that existed in SXSW before."

Founded by locals Spearman from Sneak Attack! and Jon Pattillo from Sanctuary Printshop, StyleX offered two days of shopping, runway shows, and panels. The event was open to the public, so no badges and wristbands were needed.

The idea for StyleX was sparked before last year's SXSW, but wasn't put into motion until the festival was over.

"January of 2010 was when I first mentioned it to one of the heads of SXSW. But it wasn't until SXSW last year, when we really started meeting and sitting down. So it's been about a year, a good year planning," said Spearman.

As far as the future of StyleX becoming an official part of SXSW, Spearman is unsure.

"I can't speculate on that, because I don't work for SXSW," said Spearman. "I would hope that SXSW saw the potential in this and the growth opportunities here."