Backstage Beauty: Style X at SXSW

Rock-n-roll is all about the music -and the hair! Style X (pronounced “Style By”), the official fashion showcase of the South by Southwest Conference, featured SXSW musicians as the models. Aveda North American Style Director Allen Ruiz and the Jackson Ruiz Salon Team styled models for two runway shows held on March 16 and 17, as well as the Style X Kick-Off Party at the W Hotel in downtown Austin.   

“My team and I are thrilled to be at Style X,” said Allen Ruiz, Aveda North American Style Director and owner of Jackson Ruiz Salon. “So many iconic hair trends have been initiated by musicians – think Patti Smith, Joan Jett, Mick Jagger, Amy Winehouse or Adele. We’re working with musicians at these shows who have developed a very defined and personal style. We get to bring out that self-expression even more, rather than change it.” 

Aveda was the exclusive hair partner of the Style X Runway Shows which feature emerging designers in the apparel and accessories industries. Along with the designer showcase, Style X hosts panel discussions with special guest speakers on emerging trends impacting the fashion industry.  

“SXSW is an ideal venue for this event,” says Ruiz. “All eyes are on Austin during SXSW and Style X gives us the unique opportunity to showcase the intersection of style, fashion and music.”

Allen Ruiz, co-owner of Jackson Ruiz Salon based in Austin, Texas, has worked with Aveda over the last 18 years and currently serves as the North American Style Director for Aveda.

As a Global Guest Artist, show lead for New York Fashion Week, Editorial Stylist and Aveda Purefessional, Allen is a passionate artist who has honed his skill and talent in every facet of the beauty industry. Allen has enjoyed many awards, among them being recognized as the 2007 North American Hair Dresser of the Year and Latina Magazine’s Top Ten Latino Hair Stylists in America.


[Images courtesy of Jon Pattillo at avecMODE]

Other Backstage Beauty Articles: Antonio Marras  |  Paul Smith   |  Catherine Malandrino   |  ValentinoPrabal Gurung  | Issey Miyake  | Roberto Cavalli   |  Alice + OliviaJill Stuart Marc Jacobs   |   Lauren Moffatt  |   Rag + Bone  |   Peter Som Fall |  Katie Gallagher   |  Rachel Roy  |  Christian Siriano  |   Derek Lam and Diane Von Furstenberg   |  Richard Chai   |  Houghton   |  Tadashi Shoji

Backstage Beauty Videos: Versace | Alexander Wang | Viktor & Rolf | Stella McCartney | BCBG Max Azria | Louis Vuitton

More in Home