The Domain to Host Style Festival ~ Collaboration with Refinery29

The Domain will be buzzing this Saturday, June 27 with Style Festival at the Domain.  (Event:  2pm-7pm)  An event that will be geared to everything “music festival” which is an easy fashion category for Austin gals to embrace.  Austin is one of the stops on a six-city event tour that will transform the shopping area into a summer festival experience with fashion stages, beauty bars, and live musical performances.
This is the second year of collaboration between Simon and Refinery29, which launched their partnership in Fall 2014 with The Shopping Block. Style Festival will highlight the joy of fashion, discovery, and community, bringing Refinery29 – the leading lifestyle digital media company for millennial women – to life in the world of retail, and giving mall shoppers new ways to shop major brands alongside local, emerging designers.
The event will include musical performances, the style stage featuring independent boutiques and retailers.  The shoppable stage will be inspired by summer’s trends curated by Refinery29 editors, such as “Jean Scene” and “Fringed Benefits,” and feature select items from local boutiques such as Style Mafia, Bear Cat Vintage, Beehive, I Shine 365, Supra Endura, and Violet Boutique. And a beauty team will be a pop-up beauty bars to give you music festival inspired hair trends that have been selected by Refinery29 editors.    The DIY Stage will be able to personalize tees and take home for a great momento.
Style Festival will extend digitally through editorial posts on Refinery29.com, including a photo series that focuses on street style at each event. The events will be supported through high-impact media on Refinery29.com, promotions on Refinery29 and Simon social channels, and www.simon.com/r29stylefestival, a dedicated micro-site hosted by Simon. Additionally, shoppers are encouraged to share their Style Festival experiences and discoveries using the hashtags #R29StyleFestival and #FoundAtSimon.
“Following the success of last year’s partnership with Simon, we worked to create an even more engaging shopping experience that adds a new layer of entertainment to activations our audience loves, like beauty bars, DIY projects, and curated local finds,” said Piera Gelardi, Creative Director, Refinery29. “This generation is crazy about all things festival culture and it’s one of Refinery29’s most popular content areas throughout the spring and summer. Style Festival will surprise shoppers by turning a trip to the mall into a super-rad, creative, and sharable event.”
Also new this year, the Simon partnership extends into Refinery29 Originals, the company’s video arm. Simon will be integrated into two series: “Split Second Style” and “Trend Takeout;” producing a total of eight episodes that will air exclusively on Refinery29’s digital channels.