Justice has appointed musician Ashlee Simpson Ross and her daughter, Jagger Snow Ross, as brand ambassadors starting with the Fall and Holiday 2026 campaign launching in October.

Brand Strategy & Cultural Partnerships

The appointment aligns with Justice’s strategy of connecting fashion, fandom, and pop culture for tween consumers while engaging millennial mothers who grew up with the brand during its initial launch in 2004.

Justice continues to expand its licensing portfolio through cross-category collaborations spanning entertainment, gaming, food & beverage, and sports properties, including recent partnerships with Minecraft, Wicked, Care Bears, PAC-MAN, Ring Pop, Bazooka, SpongeBob SquarePants, and NASCAR.

These licensing programs extend beyond apparel into integrated experiential activations, social storytelling, and digital content extensions, such as exclusive in-game content for Minecraft and multi-channel marketing initiatives around the Daytona 500 for NASCAR.

Executive & Ambassador Insights

Ralph Gindi, COO of Bluestar Alliance, states:

“Justice has incredible momentum because we continue to evolve alongside our customer while finding new ways to introduce the brand to the next generation. 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.”

Ashlee Simpson Ross comments:

“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. 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.”

Jagger Snow Ross adds:

“Shooting this campaign with my mom was so much fun. I loved dressing up, meeting the other girls on set—Justice is one of my favorite brands, so this is a dream come true.”

Multi-Category Expansion

Looking ahead, Bluestar Alliance is positioning Justice to expand its broader tween lifestyle ecosystem, creating new licensing and co-branding opportunities across fashion accessories, lifestyle products, entertainment, sports, and interactive media.