SXSW 2025: The Continuum of Experience

US – At SXSW, the concept of world-building extended far beyond the realms of entertainment and into the future of brand-consumer relationships. From Disney’s immersive storytelling to the evolution of circular fashion, the focus was on how experiences shouldn’t end when the moment does. Instead, the challenge lies in sustaining engagement long after the initial interaction, a concept we first explored in our Before & After Travel microtrend report. 

Disney’s approach to world-building is a masterclass in longevity. As Disney Experiences chairman Josh D’Amaro and Disney Entertainment co-chairman Alan Bergman highlighted, the magic doesn’t stop when visitors leave the park. Whether through digital game play that extends theme park visits or droids that learn and evolve before becoming part of the real world, Disney ensures its stories never truly end. This continuity is driven by a seamless blend of imagination, technology and emotional connection, making all worlds feel authentic and alive.

This idea of sustained engagement is also shaping the future of fashion, as explored by Natasha Franck (Eon), Emily Gittins (Archive), Samina Virk (Vestiaire Collective) and Jill Manoff (Glossy). With 40% of Gen Z’s wardrobes now second-hand, resale has moved from the fringes into the mainstream, redefining fashion consumption. More than just a transaction, it extends the lifespan of garments, keeping consumers, brands and products connected. Traditionally, a fashion purchase marks the end of the relationship between buyer and brand. Resale, however, introduces a ‘before’ narrative – echoing the legacy of vintage fashion – by giving garments a history. Now, attention is shifting to the ‘after’ relationship, with innovations like Eon’s digital product passports and digital twins ensuring every item retains its story, even as it changes hands.