Superstar US singer and actor Jennifer Lopez is to work with Virgin Voyages.
The line is changing the traditional ship godmother role by naming Lopez as chief entertainment and lifestyle officer and an investor.
The partnership emerged as the company cancelled three cruises next month after agreeing a charter deal for second ship Valiant Lady.
Lopez will not just play a ceremonial role in the brand’s future plans.
She will help the adults-only line develop its passenger experience with an emphasis on well-being and fitness, to design collaborations and entertainment. Her cosmetics brand JLo Beauty will be offered on board.
Chief executive Tom McAlpin said: “From the moment we launched this brand, we knew we wanted to make waves and bring changes for sailors [passengers] 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.”
Virgin Group founder Sir Richard Branson 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.”
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.”
Virgin Voyages is gearing up to welcome its second and third ships in its fleet of four, with Valiant Lady sailing this month followed by Resilient Lady in August as the line establishes homeports in Miami, Barcelona and Athens.