Jennifer Lopez becomes Virgin Voyages’ chief entertainment & lifestyle officer 

Wordsy Karen Pasquali Jones

When it comes to Virgin Voyages one thing’s for sure: expect the unexpected. So just how they’ve turned the very idea of cruising on its head – making it the cool way to travel for all ages – they’ve done the same to the nautical but nice idea of a godmother.

So while other cruise lines make a splash choosing women who epitomise their brands, such as actress Sophia Loren’s alliance with Italian-owned MSC, and Saga’s Spirit of Adventure’s Commodore Inge J Kennedy OBE, Virgin have only gone and bagged themselves a global superstar in the name of Jennifer Lopez.

Yep. J.Lo. Jenny from the Block. The actress, singer and all-round goddess, is the cruise line’s Chief Entertainment and Lifestyle Officer. And just as Virgin Voyages themselves said it’s quite a mic drop moment.

‘When it comes to game-changing icons, she’s the definition,’ VV said. ‘So when we decided to change the ceremonial role of Godmother into a truly modern relationship that could shape the future of travel, there was only one person for the job…Jennifer Lopez.’

The Hollywood star is also an investor in the company and she and Virgin Group founder Sir Richard Branson shared a funny video in which they discuss her (rather wordy) title, and how she will shape the experience on board Virgin Voyages ships.

The ‘On the Floor’ hit maker – who Forbes named as the 38^th most powerful woman in the world – has been impressed with the cruise line’s dedication to ‘irresistible experiences’ and well-being, which fit with her lifestyle and ethos.

J.Lo is a successful business woman and also has a charitable foundation, The Lopez Family Foundation, offering health care to children and those in need. ‘My artistic and social mission is to empower, inspire and entertain,” she said. ‘Any opportunity that I get to combine all these attributes into a partnership and collaboration is exciting for me.’

Branson said he knew immediately that he wanted the superstar onboard. ‘She is one of the most talented and hardest working people out there,’ he added. ‘I admire her as an artist, as an entrepreneur and as a person.’

Virgin Voyages CEO Tom McAlpin added: ‘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.’

Jennifer’s cosmetic line, JLo Beauty, will be offered onboard Virgin Voyage’s two ships, Scarlet Lady and the newly-launched Valiant Lady, which is on its Mermaiden season. She will also have input into design, fitness and entertainment programmes.

The line’s third ship, Resilient Lady, launches in August.