Jul 04, 2012 1:28PM

Pip Edwards on The Very Small Mall at Splendour In The Grass 2012

RWB, Sass & Bide, Lover and Ksubi are some of the designers included in this year's pop-up extravaganza.

The Very Small Mall returns to Splendour In The Grass this year. Helmed by Pip Edwards — Senior Creative at Sass & Bide, accessories designer and freelance stylist — The Very Small Mall sees a meeting of high-end and high-street in a pop-up shop extravaganza right in the middle of Byron Bay's Belongil Fields.

Pip has selected a handful of her favourite local designers to hold stalls. We're particularly excited to peruse the wares of Romance Was Born, Sass & Bide, Nathan Smith and Maurie & Eve, who will sit alongside Aje, Bec & Bridge, One Teaspoon, Chip Cop, Tree of Life, and many more. It's no surprise that the Queen of Festival Fashion, aka Kate Moss, was a frequent shopper at last year's Very Small Mall.

There's also going to be a series of limited edition collabs, where designers will team up with Splendour for festival merchandise that is infinity times better than a stubby cooler. Romance Was Born will have a tote bag up for sale, and there will also be a Lover poncho along with some Ksubi slogan t-shirts.

We spoke with Pip ahead of Splendour 2012.

Ingrid Kesa: What's been your best festival experience to date?
Pip Edwards: Not to be biased at all but some of my greatest memories have been Splendour ones! Seriously. I have done a few international ones, like Sonar and Wireless, but my all time favourite moments have been at Splendour. In terms of my favourite one, it's hard to choose as I've done a lot over the years. I loved last year — the whole experience of camping onsite with all my friends, and casually hanging out with Kate Moss, The Kills and Yelle, pretty much made my year. I also have great memories from years ago when Bang Gang were playing and it was in Byron Bay. I can't wait to get back there!


Kate shopping up a storm at the Very Small Mall.

Who has the best 'festival style' ever?
There is an obvious answer to this question and that would be Kate Moss — it's obvious because it's true… But another close favourite would have to be Kate Bosworth. It's not so much the outfit but the attitude — if you are going to a festival, sure, you want to look good, but you also want to be you, be comfortable and actually enjoy the surrounding environment without thinking about your outfit too much. These girls do it with perfection.
 
Three things you can't live without at a festival...
Good crew of fun friends, good comfy footwear, sunnies.
 
What can we expect to see at this year's Very Small Mall?
This year we have such a great array of my all-time favourite Aussie labels joining the Very Small Mall. This festival shopping experience is going to be the best! Along with official fashion sponsor Billabong, expect to see Romance was Born, Sass & Bide, Nathan Smith, One Teaspoon, Bec & Bridge, Aje, and Maurie & Eve, just to name a few. These are my favourite festival fashion picks so I cannot wait to take a walk through the Very Small Mall!
 
A shot of The Very Small Mall from last year's festival.
 
Splendour In The Grass will take place on Friday 27 — Sunday 29 July at the Belongil Fields, Byron Bay. The festival has been completely sold out, but you can try your luck in the resale. For more details, head here.