The British Fashion Council has named Priyanka Chopra Jonas as its new ambassador for positive change.
The actress and activist will support the council's efforts to "lead the charge on change", using fashion as a platform to inspire. She will promote best practices in the industry, shine a light on inclusive and ethical business initiatives, and act as a spokeswoman for education in the creative fields.
Between now and December 2021, she will play an active role in a number of BFC events, including London Fashion Week and The Fashion Awards.
“Fashion has always been the pulse of pop culture, and can be a powerful force with the ability to connect cultures and bring people together,” says Chopra Jonas.
“Through my role, I look forward to celebrating the incredible diversity and creativity of the industry, while working to champion budding and iconic designers doing their part to make an indelible impact on people and our planet.”
Chopra Jonas has starred in more than 60 international and Hollywood films, was featured on the cover of Time magazine's Time 100 issue, in which she was named one of the most influential people in the world, and has been recognised as one of Forbes' "Most Powerful Women."
She is involved in several initiatives to protect children's rights and to promote the education of girls around the world, including her namesake charity, The Priyanka Chopra Foundation for Health and Education. In December, she received the Danny Kaye Humanitarian Award for her efforts as a Unicef Goodwill Ambassador.
The appointment forms part of the fashion council's wider strategy that includes the Institute of Positive Fashion (IPF), which was launched to aid the British fashion industry in becoming more resilient, circular, equal and fair.
"We are delighted to welcome Priyanka Chopra Jonas as the BFC ambassador for positive change," says Caroline Rush CBE, chief executive of British Fashion Council. "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 12 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.”