Virgin Voyages has unveiled a fleet-wide partnership with film and music superstar, Jennifer Lopez as chief entertainment and lifestyle officer. Richard Branson’s cruise line is redefining the nautical tradition of appointing a godmother from a ceremonial role to a modern, change-making partnership with undoubtedly one of the most powerful artists in the world.
“My artistic and social mission is to empower, inspire and entertain,” says Lopez. “Any opportunity that I get to combine all these attributes into a partnership and collaboration is exciting for me.
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“I admire Sir Richard and all he has built. I am inspired by Virgin Voyages’ dedication to creating irresistible experiences and focus on well-being, which all fits perfectly with my own lifestyle and brand ethos.,” JLo remarked.
Through the partnership, the ‘Sailor’ experience will be developed with an emphasis on well-being and fitness, to design collaborations and entertainment co-creations.JLo will be a “fleet guardian unlike any in history,” Virgin Voyages said. The cruise line will be exclusively introducing JLo Beauty as part of the onboard offering, bringing the star’s products to the high seas for the first time.
“We knew immediately that we wanted Jennifer to be a partner and to help Virgin Voyages shape the future of travel on the high seas. She is one of the most talented and hardest working people out there,” said Branson. “I admire her as an artist, as an entrepreneur and as a person.”
Tom McAlpin, CEO of Virgin Voyages said: “From the moment we launched this brand, we knew we wanted to make waves and bring changes for Sailors to have the most epic vacation ever. After the last two years, vacations have never been more needed, so we searched for someone very special to join us on this voyage.”Jennifer is a trailblazer and embodies the spirit that lives inside of Virgin Voyages and our people. As an investor and advisor, she turns the godmother tradition on its head and makes it powerful and limitless. We couldn’t be more excited for what is ahead,” he added.
Virgin Voyages’ launch vessel, Scarlet Lady, made her US debut in October last year, and sister ship Valiant Lady which has just commenced a series of pre-inaugural sailings in the UK this week. A third ship, Resilient Lady starts her voyages in August.
A launch celebration for Valiant Lady was hosted at London’s International Cruise Terminal in Tilbury on Friday morning. Over the weekend, a special event was held at The Manor aboard Valiant Lady, featuring artists including Diplo, MistaJam and Ella Henderson. The 2,770 passenger ship is now bound for Portsmouth for a series of voyages.
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