Fretex is a secondhand clothing chain operated by the Salvation Army. Oslo Fashion Week was a big annual happening for the Norwegian fashion industry, and it was a goal for Fretex to be a part of it. The main objective was to create publicity in the media about Fretex and their secondhand operation, and the fact that they need more clothes for their operation. Secondly, the objective was to lead fashion-oriented bloggers, journalists and people working within the fashion industry to Fretex Fashion on Facebook. The target was everyone involved in the fashion industry, but also most people in Norway that have an interest in fashion.