Outfitters Nation is part of Bestseller. They dress girls and boys between 10 and 15 years of age. Music and social media are a big part of their lives, so we created a secret band. A band nobody, knew who was. They released music and podcasts for a year and had a dialogue with fans on Outfitters Nation’s social media. They were never showing their faces or telling their real names. The music became the soundtrack of Outfitters Nation.