Mm-hmm.

I think, you know, we, we were in a, an enviable position that I, I think a lot of brands aimed for where we had, um...

Because we've, we've grown so much in, in recent years, I mean, the pandemic was a huge accelerant as people were home alone and looking around their, their apartment for either ways to make money or to...

they had time to suddenly look at their wardrobe.

But there was a lot of attention on us as we, as we scaled our business, um, and particularly in the US, and so we did have a lot of inbound requests.

And so it was easy for us to kind of sift through those and have some kind of consistency and, and a little bit of an easier way to sort of, um, you know, really lock down our messaging around this idea of, of, um, the taste recognize taste or finding a connection to it.

So I think that was kind of one of the first things, um, and it was still very much based on the shop drop model that we've had a lot of success with, um, which we te- tested and, tested and learned a lot, uh, of different, [laughs] different ways to, to, um, to approach that and different sort of campaign elements.

What were some of the different things that you tried, um, with, with, with Zara Larsson's campaign? What made that sort of next level for you all this year?