In 2004, Justice launched for a generation of tween girls. That same year, Ashlee Simpson Ross broke onto the music scene with her number 1 debut album, Autobiography, becoming one of the defining voices and style influences of the era.
More than two decades later, those worlds are coming together.
Justice has announced Ashlee Simpson Ross and her 11-year-old daughter, Jagger Snow Ross, as brand ambassadors, beginning with the brand’s Fall and Holiday 2026 campaign. The partnership marks a full-circle moment for a brand that has grown up alongside generations of girls while continuing to evolve for the one discovering it now.
The announcement comes at a time of continued momentum for Justice. With a national retail presence and a growing fashion and lifestyle business, the brand continues to expand how and where it connects with girls and their families. At the center of that growth is a strategy that places Justice at the intersection of fashion, fandom, and culture, creating a platform where the things girls already love can become something they can wear, share, and experience.
Recent collaborations with Minecraft, Wicked, Care Bears, PAC-MAN, Ring Pop, Bazooka, SpongeBob and NASCAR, among others, demonstrate both the breadth of the Justice platform and its ability to bring some of the world’s most recognizable IP into the tween space in ways that feel current and relevant.
But the opportunity goes beyond putting a recognizable name on a product.
Justice is increasingly building partnerships around broader cultural moments, connecting product with content, social media, digital experiences, talent, and experiential activations. Minecraft extended into exclusive in-game content. Wicked became an expansive fashion and lifestyle collection rooted in friendship and individuality. NASCAR moved beyond apparel into social storytelling, a national sweepstakes, and an immersive Daytona 500 activation.
That approach has helped Justice continue its evolution from a beloved fashion brand into a broader tween lifestyle platform, creating new ways for girls to participate in the culture around them and new opportunities for partners to reach a highly engaged generation of consumers.
“Justice has incredible momentum because we continue to evolve alongside our customer while finding new ways to introduce the brand to the next generation,” said Ralph Gindi, COO of Bluestar Alliance. “Our long-term vision is to keep expanding the world of Justice through fashion, culture, and partnerships that are authentic to how girls discover and engage with the things they love. Ashlee and Jagger are a great example of that strategy, connecting the history and equity of Justice with a new generation experiencing the brand for themselves.”
From the Justice Girl to the Justice Mom
Justice has reached a point few tween brands do: its original customer is now raising the next generation.
The girls who grew up with Justice in the 2000s are now mothers and guardians themselves. They remember the fashion, music and pop culture that shaped their own tween and teen years, while watching their daughters begin to develop tastes, interests and personal styles entirely their own.
Ashlee and Jagger embody that transition in a way that feels uniquely connected to the history of Justice.
Launching in October, the Fall and Holiday campaign was shot in New York City and centers on a familiar mother-daughter experience: watching a girl begin to discover a style and identity that are completely her own.
For Ashlee, whose own style has been an important part of her creative identity throughout her career, watching Jagger experiment with fashion made the partnership especially meaningful.“This is such a full circle moment for me. Growing up, style was always a form of self-expression for me, and watching Jagger discover her own sense of personal style has been so fulfilling,” said Ashlee Simpson Ross. “Justice has always been about empowering young girls, so joining forces for a campaign that celebrates family, fun and fashion felt like the perfect fit.”
For Jagger, the campaign offered the opportunity to step in front of the camera for a brand she already loves.
“Shooting this campaign with my mom was so much fun,” said Jagger Snow Ross. “I loved dressing up, meeting the other girls on set—Justice is one of my favorite brands, so this is a dream come true.”
Together, Ashlee and Jagger capture something that has always been central to Justice: girls discovering what they love, expressing who they are, and having the confidence to make it their own.
Building the Next Chapter of Justice
Justice is expanding beyond fashion to create a broader ecosystem for the tween girl, spanning accessories, lifestyle, entertainment, gaming, sports, content, collaborations, and experiences. This evolution opens new ways for the brand to connect with its customers and build cultural partnerships, translating personalities and moments into experiences that feel distinctly their own. The addition of Ashlee and Jagger reflects that evolution, bridging the nostalgia of parents who grew up with Justice and a new generation discovering the brand for the first time. More than 20 years after becoming part of tween culture, Justice continues to evolve alongside girls, bringing together fashion, self-expression, fandom, and the cultural moments they care about most.
Image courtesy of Justice
