maurices is a North American fashion retailer with a focus on empowering their customers. They are inclusive, diverse, and ageless—the three words they use to describe their customer as well. When maurices approached PlayNetwork, they were looking for a way to connect with their core customers beyond the store, and to strengthen their brand identity as a tastemaker for young women’s fashion and music. PlayNetwork created “Hometown Sound,” a national quest for the best unsigned, female-fronted music talent that combined fashion, music, social media, and PR, as well as brought in artists Chrissie Hynde, The Bangles, and Sick of Sarah for promotion and judging.