Princess Cruises partnered with online subscription fashion retailer JustFab to create "The Cruise Collection", a capsule fashion collection with a tropical summer getaway theme. A sweepstakes promotion gave consumers the chance to win a Caribbean cruise for two and JustFab credits.

Princess and JustFab also collaborated with Instagram fashion influencer Deddeh Howard to promote the collection and sweepstakes. Deddeh shared photos of her trip on Instagram, wearing pieces from the capsule collection, and did a takeover of @JustFabOnline.

JustFab promoted the partnership on social media, through email to its regular and VIP members and on the JustFab blog, The Style Edit.