Clockwise from top left: Julie Bornstein, Deena Varshavskaya, Katrina Lake, Genevieve Bell

SXSW Interactive announced their inaugural SXstyle offshoot that will explore the space where fashion, technology, and the Internet overlap in the ever-expanding Venn diagram that is South by Southwest.

Clockwise from top left: Julie Bornstein, Deena Varshavskaya, Katrina Lake, Genevieve Bell

Due to the popularity of SXSW 2013’s fashion track, Style X, SXStyle has expanded its presence. It will be one-stop shopping for attendees interested in fashion blogging, 3D-printed couture, virtual sizing, the increasingly ubiquitous and hotly debated wearable tech, and a slew of other converging media.

Major players include Deena Varshavskaya of online shopping powerhouse Wanelo, Intel Labs’ Genevieve Bell, Julie Bornstein of Sephora, and Katrina Lake of Stitch Fix. The panels and sessions are open to all Interactive badge-holders and will take place March 13-17 at the JW Marriott set to open on Congress Avenue in February of 2015.

This article appears in October 10 • 2014.

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James graduated from Columbia University in 2000 and moved to Austin a year later. Ever since, he has followed the arts and video game scene in ATX, editing and writing stories for the Chronicle along the way. Over his more than 20 years with the paper he has climbed the "corporate" ladder from lowly intern to managing editor.