Virgin Voyages casts Jennifer Lopez as chief entertainment/lifestyle officer

While she won't be cracking a bottle of Champs against the hull of the lady ships, JLo will be involved in sailor (passenger) experience development with an emphasis on well-being and fitness, along with design collaborations and entertainment co-creations.

First up: JLo Beauty at sea

To kick things off, Virgin Voyages will be exclusively introducing JLo Beauty as part of the onboard offering, taking her products to sea for the first time.

Details on other collaborations will be announced throughout 2022. Plus, Lopez has become an investor in Virgin Voyages.

'My artistic and social mission is to empower, inspire and entertain,' Lopez said. '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.'

Turning the godmother tradition on its head

'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 Voyages CEO Tom McAlpin said.

Added Virgin Group founder Richard Branson: '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.'