“Creating a tween apparel collection was a natural extension for the brand. I"m excited to bring my sister, Ashlee, along as co-creative director of this division, because she brings a savvy rocker edge that defines today"s tween"s" The Women's Wear Daily quoted the singer as saying.
Ashlee, who is excited about her new role, said that her aim is to motivate teen girls to present their personalities and creativity through her designed clothes. It will make them to experiment with their style. The singer will be designing sportswear, denim and activewear.
Jessica and Ashlee Simpson are venturing into a family business by launching a tween fashion line. The former, who has been actively involved in the clothing line, has brought her younger sibling as a co-creative director of the Jessica Simpson Collection.