The British Fashion Council (BFC) has announced Priyanka Chopra Jonas as its new Ambassador for Positive Change.
The international superstar will lend a diverse hand to the BFC through raising awareness and promoting best practice within the fashion industry — celebrating those who comply with inclusive and ethical principles.
Her BFC appointment will see her promote the work of the organisation’s Institute of Positive Fashion (IPF), which was developed to help the British fashion industry lead in the goal to be more resilient, equal and fair through global collaboration and local action.
The IPF calls for collective action and investment in innovation to make a difference and aims to bring the industry in tune with the needs of the planet by taking a holistic approach across environment, people, community and craftsmanship.
“I love how fearless British fashion is,” Chopra Jonas told Vogue. “[The country has] some of the best dressers in the world.” The dynamic role will see the actor and global UNICEF Goodwill Ambassador support the BFC’s efforts to use fashion as an inclusive, ethical and creative platform to inspire future generations – a cause Chopra is excited and honoured to support while immersing herself in the vibrant industry.
Chopra Jonas will have an active role in a number of BFC events throughout the year, including London Fashion Week and The Fashion Awards over a twelve-month period starting from November 2020 to December 2021.
“This year, the awards will be fully digital and celebrate those who have led change within the fashion industry,” she said. “It’s been a challenging time for everyone and I think having a moment to recognise all the people and organisations who played a significant role in moving the environmental and social agenda forward is extremely important,” she told Vogue.
Taking to Twitter yesterday to announce her post, she tweeted: “I am honored to be the British Fashion Council’s Ambassador for Positive Change while I’m living and working in London over the next year. We’ll have some really exciting initiatives to share soon, and I look forward to bringing you on this journey with me. @BFC #CarolineRush”
I am honored to be the British Fashion Council’s Ambassador for Positive Change while I’m living and working in London over the next year.
We’ll have some really exciting initiatives to share soon, and I look forward to bringing you on this journey with me.@BFC #CarolineRush pic.twitter.com/NAv15vuuoi— PRIYANKA (@priyankachopra) November 16, 2020
Caroline Rush CBE, Chief Executive of the BFC, commented: “We are delighted to welcome Priyanka Chopra Jonas as the BFC Ambassador for Positive Change. Her work as a social activist, promoting causes such as the environment and women’s rights, and her commitment to using her reach for good are what have made her one of the industry’s most courageous voices and the perfect choice as the BFC Ambassador for Positive Change.”
“We look forward to working with Priyanka over the next twelve months, for her to share her voice and knowledge on causes she cares about, helping us with the important goal towards creating an industry that is more diverse, equal and fair!”
