BFC names Priyanka Chopra Jonas as ambassador for positive change

By

Sandra Halliday

Published
Nov 16, 2020

The British Fashion Council has unveiled Priyanka Chopra Jonas as its new Ambassador for Positive Change. Also a global UNICEF Goodwill Ambassador, she’ll join the BFC to support its efforts "to lead the charge on change, using fashion as a positive platform to inspire future generations”.

That will include "raising awareness and promoting best practice within the fashion industry, celebrating those that adhere to inclusive and ethical principles”. And she’ll “act as a spokesperson for the importance of creative education”. It’s all part of the BFC’s strategy around its Institute of Positive Fashion (IPF).

In the 12-month deal starting this month, she’ll have “an active role" in a number of BFC events throughout the year, including London Fashion Week and The Fashion Awards.

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The BFC’s chief executive Caroline Rush said Chopra Jonas’s 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”.

Meanwhile, the new ambassador added: “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. 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.”