It was in 2004 that Ashlee Simpson — now Ashlee Simpson Ross — topped the charts with “Autobiography,” her debut album. Remember “Pieces of Me” anyone?
The singer and younger sister of Jessica Simpson and her 11-year-old daughter Jagger Snow Ross are becoming brand ambassadors for Justice, a brand targeted to tween girls and sold exclusively at Walmart. Justice too was created in 2004.
The mother-daughter duo will appear in Justice’s fall and holiday campaign.
Justice has continued to work to connect with young girls through recent collaborations with Minecraft, Wicked, Care Bears, Pac-Man, Ring Pop, Bazooka, SpongeBob and NASCAR, among others. The brand is also working to tie its product to bigger cultural moments as well through its content, social media, digital experiences and activations. Minecraft, for example, morphed into exclusive in-game content; Wicked became an extensive fashion and lifestyle collection, and NASCAR moved beyond apparel into storytelling, a sweepstakes and a Daytona 500 activation.
“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, chief operating officer of Bluestar Alliance, which owns Justice. “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.”
The campaign was shot in New York City and focuses on the story of a girl discovering her own style and identity. The ads launch in October.
Jagger Snow Ross
courtesy
“This is such a full-circle moment for me,” Simpson Ross said. “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. 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 Ross, the campaign marks her first opportunity to be in front of the camera. “Shooting this campaign with my mom was so much fun,” she said. “I loved dressing up, meeting the other girls on set. Justice is one of my favorite brands, so this is a dream come true.”
