Virgin Voyages has announced it is re-interpreting the traditional role of cruise ship godmother through a new partnership with pop-star Jennifer Lopez.

JLo will become an investor and active participant in the cruise line, developing the onboard experience, and engaging in design collaborations and entertainment co-creations.

“As an investor and advisor, [Jennifer Lopez] turns the Godmother tradition on its head and makes it powerful and limitless, we couldn’t be more excited for what is ahead,” said Tom McAlpin, CEO of Virgin Voyages.

Scarlet Lady departing Portsmouth, UK

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To kick start the partnership in 2022, Virgin Voyages will be introducing the celebrity’s lifestyle products, JLo Beauty, as part of the on board offering, bringing the brand to the high seas for the first time.

“My artistic and social mission is to empower, inspire and entertain,” says Jennifer Lopez. “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 wellbeing, which all fits perfectly with my own lifestyle and brand ethos,” she added.

The announcement of the relationship between Jennifer Lopez and Richard Branson’s Virgin Voyages was unveiled on social media in a video that captured Jennifer and Richard on FaceTime together.

Virgin Voyages is currently gearing up to welcome a second and a third ship to its fleet this year, with Valiant Lady and Resilient Lady set to join sister ship Scarlet Lady, which was delivered to the cruise line just before the 2020 COVID-19 pandemic stuck.

Valiant Lady sets sail in March, and Resilient Lady starts her voyages in August. With the addition of thesevessels, the company will sail from three homeports: Miami, Barcelona and Athens.

“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 Richard Branson, Founder of Virgin Group. “I admire her as an artist, entrepreneur and a person.”

Tom McAlpin, CEO of Virgin Voyages, added: “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,” he added. “Jennifer is a trailblazer and embodies the spirit that lives inside of Virgin Voyages and our people.”