U.S.-based tween brand Justice is capitalizing on back-to-school shopping with a new brand activation campaign featuring tween internet celebrities, fashion shows starring its young customers, and a dedicated hashtag. Launching this month, the “We are Justice” campaign aims to help empower girls to be confident, inclusive, and believe in themselves.
Time in the spotlight
To help kick off the “We are Justice” campaign, Justice stores nationwide will host live fashion shows on Saturday, July 21, at 11:30 a.m. and 2:30 p.m. local time, giving all girls their moment to shine. Every girl who walks through the doors will have the opportunity to shop for their perfect, confidence-boosting, first-day-of-school-outfit and then strut their stuff down the runway to the latest tunes. Other event highlights include activities and opportunities to join the experience live on the Justice Instagram handle and through #JusticeRunway. And in select locations across the U.S., there will be special emcee appearances by some of the hottest tween internet sensations, including Jessalyn Grace (Columbus, OH), Heaven King (Wayne, NJ), Trinitee Stokes (El Cajon, CA), The Gem Sisters (Glendale, CA), and The D’ambrosio Twins (Sherman Oaks, CA).
“We know that back-to-school can be a nerve wracking time for young girls and we wanted to create a fun and inclusive experience where they could feel great from the inside out,” said Lece Lohr, president for Justice Brand. “We are very passionate about the new ‘We are Justice’ campaign as it builds on our Live Justice platform that encourages girls to be strong and believe that they can accomplish anything they set their minds to.”
Hot styles and deals
At the fashion show events, attendees will have the chance to shop the latest styles, including the brand-new, limited-edition Unicorn Party collection featuring magical-themed outfit options for the first day of school. The collection includes pullovers, leggings, dresses, backpacks, T-shirts, and more, and will be available in-store and online while quantities last. In addition to having access to new styles, event attendees will receive 40% off one item and Club Justice members will collect double points on all purchases.