Priyanka Chopra Jonas is very particular about the companies he will work with. The actress, author and philanthropist is a long-time UNICEF ambassador, works with Max Factor and created her own hair care brand, Anomaly, which is free of harmful chemicals and packaged in recycled bottles.
And on August 1, she will be officially unveiled as the new face of Gloria Vanderbilt.
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Chopra Jonas is the first celebrity to headline a Gloria Vanderbilt Campaign since the late 1990s when Helena Christensen held that position. She will appear in a multi-media marketing initiative that will include digital, social media, out-of-home and in-store components.
The campaign aims to inspire women to stand up for what they want and will highlight the Amanda jeans, which was one of the original fits developed by the brand.
“Whenever I work with a brand, it’s very important for me to understand what we have in common,” said Chopra Jonas. “What I love about Gloria Vanderbilt is that it was built by a woman specifically for our bodies, our curves. I love the campaign: I have needs. Fit them. —because it goes against the norm that women have to constantly adapt to people’s needs. This amazing campaign encourages women and inspires them to be themselves, and I think that’s a really important thing, especially after the pandemic.”
Chopra Jonas, who is married to Nick Jonas and has a daughter, Malti Marie, born this spring, has plenty of irons in the fire. In addition to her work with Gloria Vanderbilt, Max Factor and Anomaly, she and her husband recently invested in high-end skiwear brand Perfect Moment.
“When it comes to my hair care line, Anomaly, the idea was to democratize beauty and make sure everyone gets great products that don’t burn a hole in their wallet or the environment. Those are things that were really important to me,” she said.
“With Max Factor, the brand is all about inclusion, and it’s a legacy brand like Gloria Vanderbilt. I like to partner with brands that are pioneers in their field and leaders in their categories.”
For Perfect Moment, he said, the goal is to introduce the brand to a larger audience.
“The idea of a partnership with a public persona is to be able to magnify what the brand stands for,” he said. “So that was the intention of our partnership as investors and advisers.”
The investment marks the first fashion brand the couple has invested in, although Nick Jonas has a line of tequila with designer John Varvatos. Chopra Jonas said that the idea of getting involved with Perfect Moment came from “love for the brand. My husband is an avid snowboarder, I’m more of an après-ski type of girl. I like wearing my winter clothes and snowmobiling more than skiing. But for people who like adventure and sports and just being outdoors and in nature, this is a great brand. We decided to invest in it so that people who had not heard of the brand would find out and we could be part of the upward trajectory of this company. And… that’s something that I find very exciting to do in my business.”
Although she said there are no plans to invest in other fashion brands right away, “creating, founding and partnering with really interesting brands” remains “a big focus” for her. “And at the same time, I’m producing content for various mediums: TV, movies, streaming, etc. But when it comes to fashion, never say never,” she said.
As a successful actress and wife of an equally well-known artist, Chopra Jonas is frequently in the public eye and works to “always be presentable and well dressed.”
Often his uniform is blue. pants and a white shirt, an outfit that can be paired with a pair of heels, “some fun earrings and accessories” for dining out, a blazer for a business meeting, or just sneakers for running errands. “My personal style is comfortable,” she said.
But when she steps out on the red carpet, she ups the ante.
“I love red carpets because I think it’s so much fun collaborating with amazing people who are experts in their fields to create something that stands out for a moment – that’s the beauty of a red carpet outfit, you wear it for that moment. ” she said.
Although she didn’t select any particular designer as her favourite, Chopra Jonas said that whatever she chooses to wear, “I really have to feel comfortable and confident in whatever I’m wearing,” she said. “That goes through everything I wear. They say clothes make the man-slash-the-woman, and whether it’s a red carpet or pants and a t-shirt, I think you just have to feel your best in your outfit.”
Feeling her best is also something that Chopra Jonas experiences during her work with UNICEF and the other causes she has taken on in her life.
“As my mom used to tell me, no matter how bad you are in your life, there will be someone else who is worse off than you. So remembering that, even in bad times, makes you empathetic, and that empathy should permeate everything you do,” she said. “This is how I try to live my life: try to be a good person all day, have great intentions, work with the best people, and then give back to the community.”
Working with UNICEF, he said, has been “the greatest privilege of my life.”
“We have been associated for almost 15 years. And just being able to magnify the message of what UNICEF does for children around the world who are being forgotten is honestly the best thing I’ve ever had the ability to do. When I talk about the causes that matter most to me, I believe that the future of children is something that has always been an important part of my life because they are the future of the world. They are going to inherit the world from us. And we really have to think about the world that we are going to give our children,” she said.
Beyond her philanthropic causes and business ventures, Chopra Jonas is also working on a couple of film projects. First up is a Sony Pictures project called “Text for You” with Keanu Reeves and Celine Dion due out next year, he said. “It’s a really fun romantic comedy and Celine Dion’s first acting role, which is exciting. And it’s a super fun movie. It’s a Valentine’s Day release. It’s about love and the things we all love about love.
“So I have the exact opposite: a spy show with the Russo brothers for Amazon Prime with Richard Madden and Stanley Tucci. It’s called the Citadel and it’s really going to be amazing. It was a lot of work. I have plenty of scars to prove it,” she continued, adding that she has “a lot of other things going on as a producer and as an actress.”
But first there is the Gloria Vanderbilt campaign. Although Chopra Jonas appears in advertising and marketing materials, she was not involved in the design of the collection.
“There really isn’t much you can do for a brand that has met almost every need for every woman,” she said. “It is inclusive of sizes. It is inclusive of people. You never know what the future will bring, but I really don’t know what I have to bring except my hips right now.”
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