In an exciting step toward more diverse imagery aimed at young girls, tween clothing brand Justice has released a heartening new marketing campaign, called See Yourself In Justice. The main photo features eight girls jumping together, with different sizes and races represented among them. An especially notable detail? One of the girls is wearing a hijab.
This marks an important inclusion of a religion that's traditionally underrepresented in ads and campaigns, as The Huffington Post points out. The photo was posted to Facebook, Instagram, and other social platforms, and the overwhelming response proves there's a need for more representation of the Muslim faith in fashion imagery.
"I wish ads like these were around when I started wearing hijab in 5th grade," one commenter wrote on Facebook. "It's going to make a world of difference for so many girls. Thanks Justice!" Another writes, "Thank you for including diversity of color, size, and religion. Inclusion leads to unity, and children in this country can definitely use the kind of positivity this photo represents during this challenging time."
The brand, which is aimed at girls aged 7 to 14, wrote in the caption, "See yourself in Justice! Come be a part of something fun, something you. We believe fashion is for every girl and even more of our styles are available in extended sizes than ever before."
I'll be honest, that photo makes me want to jump for joy, too.
In a time when empowering women is more important than ever, it's incredibly encouraging to see brands making responsible and inclusive marketing decisions, especially when it's geared toward young girls. As a former Limited Too girl wannabe, I've definitely noticed a shift on tween brands' part from wanting the "cool" girls to wear your clothes to wanting all girls to wear your clothes, regardless of size, skin color, or religion. (Ironically, all Limited Too stores were changed to Justice stores in 2009.) It's good business and good for shaping future generations. Win-win.