Priyanka Chopra Jonas on her new Gloria Vanderbilt campaign and her goal to give back

Priyanka Chopra Jonas is very demanding about the companies she will work with. The actress, author and philanthropist is a longtime 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.

Chopra Jonas is the first celebrity to feature a Gloria Vanderbilt campaign since the late '90s, when Helena Christensen held the post. It will be featured in a multimedia marketing initiative that will include digital, social media, outdoor and in-store display components.

The campaign aims to inspire women to express what they want and will highlight the Amanda jeans collection, which includes the Amanda Classic, one of the original cuts developed by the brand.

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“Whenever I work with a brand, it is 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 really love the campaign – I have needs. Adjust them. – because it goes against the norm that women have to constantly conform to people's needs. This incredible campaign encourages women and inspires them to be themselves - and I think that's a really important thing, especially out of the pandemic."

Chopra Jonas, who is married to Nick Jonas and has a daughter, Malti Marie, born this spring, has a lot 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 your wallet or in your stomach. environment. Those were things that were really important to me,” she said.

"With Max Factor, the brand is all about inclusivity, and it's a legacy brand like Gloria Vanderbilt. I love partnering with brands that are pioneers in their field and leaders in their categories."

The actress and entrepreneur has been the first face of the brand since the 90s.

For Perfect Moment, she says, the goal is to introduce the brand to a wider audience.

“The idea of ​​associating with a public figure is to be able to magnify what the brand stands for,” she said. "So that was the intention of our association as investors and advisers."

The investment marks the first fashion brand the couple has invested in, although Nick Jonas has a tequila line with designer John Varvatos. Chopra Jonas said the idea to get involved with Perfect Moment came from "the love of the brand. My husband is a snowboarding enthusiast, I'm more of an après-ski type girl. I like to wear my clothes winter and snowmobiling more than skiing. But for people who love adventure and sports and are just outdoors and in nature, this is a great brand. We decided to go with it. invest so that people who hadn't heard of the brand hear about it and we can hopefully be part of the upward trajectory of this company. And… that's something that I find really exciting to do in my businesses."

Although she has no immediate plans to invest in other fashion brands, "creating, founding and partnering with really interesting brands" remains "a high priority" for she. "And at the same time, I'm producing content for various...