SXSW fashion 2017

Festival fashion takes over Austin, Texas, during South by Southwest 2017.

Here are some of our favorite looks.

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Irish fashion blogger Gemma Sherlock, The Scarlet Bob, made it in town for her first SXSW from New York just before the storms that left many of her friends back home watching the festivities from the sidelines. She describes her fashion as borderline costume and said she's loved meeting with Austinites, who are more friendly and quick to strike up a conversation than East Coasters.