In October, I traveled to Finland to give a keynote talk at Mindtrek on how the fashion and beauty industries are adopting emerging media—specifically augmented reality (AR) and virtual reality (VR). Mindtrek is an international interdisciplinary conference that aims to bring thought-leaders from around the world together to network and share ideas. The event took place alongside Tampere Smart City Week, an initiative to advance the digitization of government, universities, businesses, and citizens.