Starting with the floral headband boom of 2012, over the last few years music festival culture has become a major influence in the mainstream fashion world.  While young women certainly flock to fests for the music, there’s no doubt in my mind that many appear at music festivals for the style scene alone.  Music and fashion of course have always gone hand in hand, and with Austin being the live music capital of the world, it should not be a shock that the style scene of Austin has been gaining more attention lately.  SXSW obviously always puts Austin in the national spotlight, but some of my friends were even recently featured on the Urban Outfitters blog chatting about their favorite denim for a random email campaign. National brands are definitely looking at Austin more and more for inspiration.

Last year Refinery 29, in partnership with Simon Malls, launched a shopping event that focuses on the music festival fashion culture called “Style Festival.”  Six malls throughout the country were visited, and while Austin was not on the list last year at all, this year Austin is Style Festival’s first stop on the tour at the Domain.

Here’s what you will find at Style Festival:

  • “Sound Stage”: musical performances by artists like MS MR, Twin Shadow, Austra, Cults, and more
  • “Style Stage”: pop-up shops by indie boutiques & national brands like Style Mafia, Bear Cat Vintage, Beehive, and more
  • “Beauty Stage”: beauty bars with festival-inspired hair trends and flash tattoos
  • “DIY Stage”: a place to personalize custom band-inspired tour tees to take home with you after the fest

Style Festival takes place this weekend at The Domain on Saturday June 27th from 2pm – 7pm.  Get more info. about Style Festival here: http://www.simon.com/r29stylefestival

 

Joanna Wilkinson
keep austin stylish