The line has also changed the traditional ship godmother role with the appointment of Lopez as its chief entertainment and lifestyle officer.

The move comes after the company cancelled three Valiant Lady sailings from Portsmouth next month and apologised after customers were mistakenly told the ship’s maiden voyage next week had also been axed. 

Lopez will work with the line to enhance guests’ onboard experience with an emphasis on well-being and fitness, design collaborations and entertainment co-creations. Virgin Voyages will also introduce JLo Beauty as part of its onboard offering.

Lopez said her "artistic and social mission" is to empower, inspire and entertain. "Any opportunity that I get to combine all these attributes into a partnership and collaboration is exciting for me," she added.

"I admire Sir Richard and all he has built. I am inspired by Virgin Voyages’ dedication to creating irresistible experiences and focus on well-being, which all fits perfectly with my own lifestyle and brand ethos."

Meanwhile Sir Richard Branson, founder of Virgin Group, said the company knew "immediately" it wanted Lopez to be a partner.

"She is one of the most talented and hardest working people out there," he added. "I admire her as an artist, as an entrepreneur and as a person."