The British Fashion Council (BFC) is delighted to announce Priyanka Chopra Jonas as its new Ambassador for Positive Change. The multi-faceted talent and global UNICEF Goodwill Ambassador will join the BFC supporting the organisation’s efforts to lead the charge on change, using fashion as a positive platform to inspire future generations.

As the BFC Ambassador for Positive Change, Priyanka Chopra Jonas will support the BFC through raising awareness and promoting best practice within the fashion industry, celebrating those that adhere to inclusive and ethical principles and act as a spokesperson for the importance of creative education. The appointment is part of the BFC’s strategy around the Institute of Positive Fashion (IPF), developed to help the British fashion industry lead in the goal to be more resilient, circular, equal and fair through global collaboration and local action.

Caroline Rush CBE, Chief Executive, 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!”

Priyanka Chopra Jonas, commented: “I am thrilled to join the British Fashion Council as its Ambassador for Positive Change. 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.”

Priyanka Chopra Jonas is the recipient of numerous awards, with more than sixty international and Hollywood films to her credit, making her one of the most recognised personalities in the world. In 2016, she was conferred The Padma Shri, one of India’s highest civilian honors, and she has been 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 recognized as one of Forbes “Most Powerful Women.” In December 2019, Priyanka Chopra Jonas received the prestigious Danny Kaye Humanitarian Award, for her efforts as a UNICEF Goodwill Ambassador. She is also a Global Citizen ambassador and is involved in several efforts 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 addition to these roles, Chopra has dedicated herself to fighting for inclusion and diversity for all and strongly believes in working to create a more inclusive world where diversity is celebrated.

Leveraging global expertise and resources, the IPF adopts standards, develops and establishes frameworks, to reset and create a new blueprint for the industry. Through identifying common challenges, the IPF calls for collective action and investment in innovation to make a difference. The IPF aims to bring the industry in tune with the needs of the planet by taking a holistic approach across environment, people, community & craftsmanship.

Priyanka 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.