The website, the Reporter, is a youth fashion company, dedicated to its spring/summer 2005 line. It is directed at young consumers who like a dynamic and fashionable lifestyle. The idea for the website was to express unconventional ideas for the presentation of the new line. While browsing the site, one can reach for clothes from a hanger, catch bargains with a fishing pole as well as watch a provocative photo session on a virtual TV. The guides of the Reporter world are the models chosen by the Internet users in a Poland-wide campaign "Become the face of the Reporter" which went on through 2004.