The Arc Factory marketing, brand and image management, advertising and publicity

It has been 8 days since my Splendour experience came to an end... Nonetheless it’s pretty clear that our “crew” are still trying to hold on to the intimate moments shared together as we continue to circulate, receive, share and tag our favourite music clips, blog reviews, “insider” jokes and random pictures found on our phones - that despite having already uploaded massive albums taken from the trusty G12, we are still so excited to stumble across... Note, our intimate crew of 5, turned into a crew of about 500 over two days (!!)... So news feeds are getting some pretty exhausting work outs
 
The rumours are true. It’s official... As of July 2011 Splendour in the Grass is  Australia’s hottest music festival!

A couple of highlights from the weekend...
 
Two words... KATE MOSS. Splendour in the Grass became the new Burning Man, Coachella, Glastonbury... The perfect mix of music and fashion splendour, beautiful people, VIP and killer outfits, all because of the appearance of one smoking fashion icon...  The fact she picked up Tree of Life from the shopping gallery at the festival makes it all the more cooler.   
 
Kanye West opened the weekend – his only gig in Australia this year! It was a nice start to kick off a hippie festival, with a bang from one of the hottest hip hop artists.
 
In between acts the only place to be was the Gold Bar – pretty sure some people (who will remain unnamed) didn’t leave much at all...
 
Pnau was amazing! I can’t remember them playing anything new... Have they released anything new in a few years?? But, the crowd was so into it as they headlined Saturday night – and Wild Strawberries never sounded so good!
 
At one point we all went to check out/chill out in the camping grounds where the winnebagoes were parked up together... I was pretty impressed when we stumbled across a wedding marquee our friends had set up – complete with fairy lights!!  Everything goes in Woodfordia!
 
The mass uproar that Jay Z caused when his appearance ended up being just some hyped up talk...  I'd even heard of people from “my crew” boycotting  his much anticipated new album - which coincidently launched today - as they are still “hurt” by his non appearance... (I wonder whether Kanye’s sales will go up??)
 
Smaller bands caused quite the stir – The Jezabels, Foster the People, Kimbra and Gotye all packed out their tents and a highlight was seeing the guys from Architecture in Helsinki cutting up the dance floor to their own DJ set in the Jager Hunting Lounge.

For the rest of my life, when I hear Coldplay... I will think of that hill, those thousands of people sharing in the moment, the Amy Winehouse tribute, the lighters... and the colour YELLOW!!!! Chris Martin, you are something else.
 
It was my first Splendour festival, and it has started a lifelong love affair for me...   
 
Love Ella xx
















Kate Moss photo courtesy of VOGUE.COM.AU

We are in love with the ‘Girl About Town’ photo shoot collaboration between the very talented Zanita  & Nicole from Gary Pepper Vintage, showcasing the gorgeous items up for sale at the Westfield Give Ability store.
 
Open for 5 days in at Westfield Bondi Junction and Doncaster, the charity store is stocked with fashion items donated by celebrities, fashion designers and retailers.
 
Ambassador and actress Miranda Otto launched the national opening this week to an adrenalin charged queue of shoppers, gearing to grab a bargain and to own a one-off piece of wardrobe from their favourite celebrity or designer.
 
As Sami Lukis, ambassador to Cerebral Palsy Alliance said, “Where in the world can you stand in a shop - buy vintage clothes from such a collection of amazing Australian’s celebrities including Naomi Watts’ Liberty beauty case, Sarah Murdoch’s much loved Calvin Klein silk strapless dress that she bought in NY, Dan Macpherson’s Hugo Boss suit, Liev Schreiber’s sweater from the movie Manchurian Candidate, Jennifer Hawkins heels, or Top Model Kelsey’s Alex Perry dress worn on finale of Australia’s Next Top Model?”
 
Don’t feel left out if you’re not close to the centres, exclusive items have been reserved for online auction on westfield.com.au from Kylie Minogue, Naomi Watts, Miranda Otto, Anthony La Paglia, Olympic champion Torah Bright and Australian fast bowler Mitchell Johnson. The Drew Barrymore ring donated by Samantha Wills’ is currently in the lead at $344!
 
100% of sales goes to Cerebral Palsy Alliance (NSW) and Scope (VIC).
 
Never has shopping felt so good!
 
Much love,
Your resident shopaholic
xoxo
 
Photography: Zanita Whittington
Styling & Model: Nicole Warne

 
Oakley launched its latest eyewear collection True Digital™ and Fast Jacket™ at hot spot Ms G’s joined by Oakley Olympic Athletes Ky Hurst and Courtney Atkinson, presented by the very charming Glen Moriarty from Channel Nine’s Postcards.
 
The media were joined by long time Oakley athlete Layne Beachley, and celebrity ambassadors James Tobin, Tom Williams, Tim Webster and Tiffany Cherry.
 
Head Chef Dan Hong (who you may have seen on the latest season of Masterchef) took us on the express train to food heaven. The highlight of the meal was definitely dessert, which consisted of doughnut ice cream, chocolate, rice bubbles, pretzel & peanut brittle and marshmallow all served together in what was called ‘Stoners Delight’. OMG. If you haven't tried it, you haven't lived!
 
Check out some photos below:

Last week we shot pro surfer Sally Fitzgibbons for a Roxy summer shoot. Sally looked absolutely amazing! With a fresh tan from Mexico and her killer body, she had us all counting down the days until summer.
 
Some behind the scenes photos from the day.









Styled by Emily McGregor, hair and makeup by Michael Brennan and photographed by the lovely Richard Freeman at Sun Studios.

Here at ARC we are proud to be a part of the biggest fashion charity event of the year!

In July, Westfield Bondi Junction and Westfield Doncaster will launch the Giveability store, a fashion charity store stocked with second hand designer items donated by celebrities and designers to raise much needed funds for children with cerebral palsy.

In conjunction with WHO Magazine, the giveability store will bring fashion designers and celebrities to create awareness of cerebral palsy and raise funds for therapy and equipment, respite, early intervention and education programs for children with cerebral palsy and their families. The store will be open for two weeks leading into National Cerebral Palsy Awareness Week. 100% of the proceeds from all sales will go to the Cerebral Palsy Alliance in NSW and Scope in VIC, which provide vital services to people living with cerebral palsy and their families.

The Give Ability Store will be open over a 10 day period in Sydney and Melbourne in July 2011 and replenished each day with new items.  100% of all sales in the store will be donated to charities who support kids with cerebral palsy and their families.

How can YOU help?

You can donate your unwanted fashion pieces and let them rub shoulders with items donated from Australia’s top celebrities and fashion designers. The store will be manned on occasion by celebrity volunteers  – so who knows, your donated fashion pieces might end up on the red carpet!

So go on, do an early ‘spring clean’ of your wardrobe and donate your unwanted fashion – clothing, jewellery, shoes and other accessories – for a great cause.  You’ll get some much-needed space in your wardrobe (more shopping yeah!), maybe get a chance to see your fashion pieces on our celebrity volunteers and best of all, you’ll know you’re really helping to make a difference to kids with cerebral palsy.

Just drop your fashion donations by 1st July to us at The ARC Factory, 58 Riley Street, East Sydney NSW 2010.

Like all charities, it is up to us that make the difference! So show your support by donating product or purchasing product from the Giveabilty store.

Shopping never felt so good! Jewellery designer Samantha Wills, one of many Australian designers that have donated some beautiful items to the Giveability store