With their new mission statement provoking change, Virgin Voyages works to support females with their new ships.
Virgin Voyages has defined itself as a future-oriented company. With the mission to create an 'Epic Sea Change for All' with their crew, their partners, and their sailors. Virgin looks to leave communities, oceans, and environments transformed for the better. From word choice to the decor of their ships, Virgin exudes a modern feel with an attitude of millennial optimism. Virgin's contemporary identity is working to redefine nautical traditions. Instead of the traditional depiction of nautical women as mere figureheads, Virgin is working to support female strength and diversity.
Virgin Voyage's companywide mission for women launched with the Innaugeral voyage of the Scarlet Lady. The first of four sister ships, the new ships are meant to celebrate women and their achievements, strength, leadership, and resilience. Virgin is also reshaping the role of the ships' "Godmother" with help from Jlo. A physical change came in the shape of a mermaid at the helm, in traditional Virgin style, their mermaids are a new representation of a traditional figurehead. Each of these small changes impacted the perception of Virgin as a female-forward cruise line.
Ship names: Scarlet Lady, Valient Lady, & Resilient Lady
As sailors braved the seas in hopes of discovery, they relied on the safety and security promised by a female name. Traditionally sailors have been auspicious and believed that naming a ship poorly or missing the naming ceremony would bring bad luck. A feminine name was traditionally selected with the hope that the sea will mother and protect the vessel on its journeys.
Over the years, sailing has become less auspicious and Virgin has reframed the naming of these ships, idealizing strong female characteristics that support independent, brave, and strong women. Along similar lines, they have redesigned the traditional blessing of a vessel before its inaugural voyage.
Announcement of Jlo as Investor and Chief Entertainment and Lifestyle Officer
To celebrate March as Women's history month, Virgin announced Jennifer Lopez as a new icon for Virgin. In honor of their mission to create change, Jlo will serve as much more than a figurehead, or traditional "Godmother." Jlo is Virgin's new Investor and Chief Entertainment and Lifestyle Officer. With Virgin, she intends to reshape travel with a new glamour, energy, and creativity.
In partnering with her, Virgin is "purposefully redefining the classic nautical tradition of appointing a Godmother as a ceremonial role, and instead, turning this position into a truly modern, change-making collaboration." In the coming months, Virgin leaders will work with Jennifer Lopez to continually improve the Virgin Voyages experience. To get the ball rolling Virgin is introducing Jlo Beauty as a part of the onboard offerings.
Virgin Voyages' Mermaids
The mythical mermaid has had a large role in sailing folklore. They often served as carved figureheads that decorated the prows of sailing ships. These mermaids were meant to safeguard sailors on their journey home. Virgin Voyages' ships feature strong mermaids throughout the brand including those on the prow.
The Scarlet Lady
On the prow of the first sister ship, Scarlet is beautiful and mysterious. She represents a woman of power and the leader of Virgin's efforts to encourage female leaders.
Valient Lady
Like Scarlet Lady, Valiant Lady features a new, strong, and gorgeous mermaid. Created by artist Hillary Wilson, the mermaid represents the beautiful tension between strength and vulnerability; a woman who is unafraid of her own power and never backs down. For Hillary, valiance is the balance between the two, and she created a gorgeous mermaid who encompasses the energy of a woman moving confidently forward toward her dreams.
More about Virgin's Ships
Scarlet Lady: Now Sailing
With a name inspired by an early Virgin Atlantic plane, Scarlet Lady is Virgin Voyages' premium take on what a luxury cruise ship means. Sailing from Maimi, this ship is designed with a unique approach to how cruises look and feel.
Valiant Lady: Inaugural Voyage March 2022
Known for her strength, this ship will sail from Barcelona through the Mediterranean in the summer and will voyage the Caribbean through the winter.
Resilient Lady: Inaugural Voyage Summer 2022
After a year of adversity and adaptation, Virgin has named their newest ship, the Resilient lady. This ship will sail from Athens, Greece throughout the world.
