Justice is Earning Major Kudos for Its New Cover Photo!

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Ah, Justice! The tween and teen retail haven known for its flashy lights and upbeat tunes, not to mention its adorable fashion finds. It’s nearly impossible to leave the store without dropping a few hundred bucks and experiencing a serious sensory overload. Just walking by makes me feel ancient! (Or maybe it’s just my go-to spot, Ann Taylor Loft, that really ages me—who’s to say?)

Despite the occasional explosion of sparkles and glitter, Justice is making a commendable move with its marketing strategy. Recently, they updated their Facebook cover photo to showcase a diverse group of eight girls of various body types and skin tones, joyfully jumping together in celebration. Notably, the group includes a Muslim girl donning a hijab.

This powerful image didn’t go unnoticed, especially among women of color, Muslim women, and their daughters. “When I first showed my daughters, who are 8 and 5, the new Justice cover photo, their eyes widened and their jaws dropped,” shared Amina Khan, a Muslim mom from the Chicago area. “Their shocked expressions quickly shifted to proud smiles. ‘Wait, is that a hijabi!?’ my older daughter exclaimed.”

For Khan and many other Muslim women, this image is a long-overdue acknowledgment of their beauty, worth, and presence in America. “I grew up in the suburbs of Chicago, and as a kid, I would flip through ads and never see anyone who looked like me,” Khan reminisced. “Justice’s photo makes me feel that we’ve truly made progress in defining what it means to be an American kid.”

And it’s not just moms who are noticing this shift—daughters are feeling it too! Khan’s 8-year-old daughter, Leila, remarked that seeing the hijab-wearing girl made her feel supported as a Muslim American child. “It makes me feel happy and special because I always wanted to be in a big picture like that,” Leila said. “Now there’s someone who looks like me that lots of people can see.”

This cover photo serves not just as a celebration of diversity; it’s also a form of resistance against the current political climate that often marginalizes minorities. “The ad helps me feel a bit more comfortable with what’s happening in our country right now,” Leila noted.

Justice isn’t alone in making bold statements against hate. During the Super Bowl, Budweiser aired a commercial highlighting the struggles of its immigrant founder, while Coca-Cola showcased a multilingual rendition of “America the Beautiful.” Audi proudly promoted gender equality and equal pay. While some backlash followed, including the rather perplexing #boycottbudweiser (seriously, folks?), companies that take a stand for social justice often find their efforts rewarded. As Susan Credle, chief creative officer at FCB, put it, “Authenticity is what brands need most in today’s world.”

The Justice ad has even made Khan and other parents more loyal customers. “Since I started shopping at Justice over the past year, I’ve seen kids of all shapes, sizes, and skin tones featured,” she said. “I can’t wait for my girls to see someone who looks like them represented in the store!”

Whether Justice updated its cover photo as a savvy marketing tactic or simply because it was the right thing to do, we applaud their commitment to inclusivity, diversity, and girl power. In a society that often pressures girls to conform to narrow definitions of beauty, Justice’s latest image boldly declares, “You be yourself. We’ve got your back!”

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In summary, Justice’s recent cover photo is a significant step toward promoting diversity and inclusivity, resonating deeply with both mothers and daughters alike. It’s an encouraging sign of progress in the representation of marginalized communities and a refreshing reminder of the importance of embracing individuality.