Virgin Voyages has announced a brand new partnership with Jennifer Lopez, who will serve as Investor and Chief Entertainment and Lifestyle Officer across the fleet. The cruise line wanted to redefine the nautical tradition of appointing a godmother and instead introduce a modern, change-making partnership.

Sir Richard Branson, Founder of Virgin Group, said:

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. I admire her as an artist, as an entrepreneur and as a person.

Big plans have already been announced, as Jennifer Lopez and Richard Branson will place an emphasis on wellbeing and fitness, as well as collaborate on new designs and entertainment options. Virgin Voyages will be introducing JLo Beauty to the fleet, which will bring the products to the seas for the first time.

Commenting on her appointment, Jennifer Lopez said:

My artistic and social mission is to empower, inspire and entertain. Any opportunity that I get to combine all these attributes into a partnership and collaboration is exciting for me. 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.

Details of the partnership were announced with a video posted on social media, which showed a humorous FaceTime chat between Lopez and Branson. The conversation focused on the reinvention of the godmother role by discussing what title would be right for Jennifer given she is playing such a notable role in the brand’s future plans.