MIAMI — When JLo calls, you answer, which is exactly what Richard Branson did.

The founder of Virgin Voyages has announced a new partnership with Jennifer Lopez that will see the international film and music superstar become a ‘fleet guardian’ for the award-winning cruise line. Going beyond the traditional notion of ‘godmother,’ Lopez will help with ‘Sailor’ experience development with an emphasis on well-being and fitness, as well as collaborate on entertainment and design, all of which will be rolled out throughout 2022.

“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. 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.”

Branson adds: “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 has as an artist, as an entrepreneur and as a person.”

To kick off the new partnership, Virgin Voyages will be exclusively introducing JLo Beauty as part of its onboard offerings, bringing Lopez’s best-selling beauty products to the high seas for the first time.

News of the partnership was first unveiled on social media in a humourous video that captured Lopez and Branson on FaceTime together. The conversation focused on the reinvention of the godmother role, with the two discussing what title would fit best for Lopez, given the significance of her role.

Virgin Voyages, which made its U.S. debut in October 2021, is gearing up to welcome its second and third ships to its fleet. Valiant Lady sets sail in March 2022 while Resilient Lady will start voyages in August. The cruise line will go global this year with homeports in Miami, Barcelona and Athens.

To read more about the partnership with Jennifer Lopez, click here.