This Tween Fashion Brand Just Took A Big Step For Inclusivity

Source: Huffington Post

“America’s beauty comes from the diversity of its people.”

JOHN GREIM VIA GETTY IMAGES
Justice is a tween specialty retailer with over 900 locations around the world.

 

Growing up, Muslim fashion blogger Hassanah El-Yacoubi rarely saw Muslim girls like her represented in major American fashion brands. El-Yacoubi told The Huffington Post that this lack of representation in mainstream fashion campaigns creates an “identity complex” for young American Muslims. Many Muslim teens are balancing the challenges of teenage life with the added stress of having their identity as Americans questioned, and even being bullied because of their faith.

 

That’s why it was especially heartening for the blogger to see Justice, an Ohio-based retail company, reach out to young American Muslims in their latest marketing campaign.

Justice focuses exclusively on fashion for “tween” girls between the ages of 7 and 14. In a recent update to the company’s merchandise catalog, the company chose to include a young model wearing a bright blue hijab.

El-Yacoubi called Justice’s decision to include a young person in a hijab in its marketing campaign a “leap forward.”

 

“I honestly teared up when I saw the ad because it’s a celebration of what it means to be different and shows that difference is what makes us beautiful,” El-Yacoubi told The Huffington Post in an email. “It will help the youth cultivate a confident and stronger sense of self at such a young age. By seeing themselves represented throughout mainstream markets it will provide a feeling of belonging, something many of us wished we had growing up.”

Keriake Lucas, vice president of corporate communications for Justice, told The Huffington Post that the photo was part of a marketing campaign for January and February called “See Yourself In Justice.”

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