Australians have known it for ages, but last weekend, the arrival of a newly wed Kate Moss at her beau's mid-honeymoon gig confirmed it to a global audience: Splendour in the Grass is a festival with a fashion following.
So fashionable in fact, that like Coachella and Glastonbury, there are even fashion events surrounding the festival, most notably a General Pants pop up shop, The Very Small Mall.
Clearly, the best place to hunt for festival fashion is the place at the festival where the fashion is found, so we handed the staffers of the Very Small Mall a few cameras and asked them to have at it, snapping each other, and their most stylish customers.
Even Kate Moss was purportedly amongst the Small Mall shoppers, though in this instance she eluded our lenses.
Mrs Moss aside, the results serve as a reminder that 1) GP hires really attractive employees (pity they're barely legal) 2) the whole South American/Pendleton -woven/ikat thing is still very much happening, especially for boys and 3) everyone looks cooler in sunglasses and 4) the douchey fedora is dead, long live proper hats!