Priyanka Chopra is the new face of Gloria Vanderbilt jeans

PRIYANKA Chopra has become the new face of Gloria Vanderbilt jeans.

The actress has teamed up with the acclaimed denimwear brand – which was launched by the late Hollywood star in the 1970s –for an “amazing” campaign that “goes against the norm” of industry standards.

She said: “What I love about Gloria

Vanderbilt was that it was built by a woman specifically for our bodies, our curves. I really love the campaign – I Have Needs. Fit Them. – because it goes against the norm of women having to constantly conform to people’s needs. This amazing campaign encourages women and inspires them to be themselves — and I think that’s a really important thing, especially coming out of the pandemic.”

Chopra, who has been married to former Disney star Nick Jonas since 2018 and has seven-month-old Malti Marie with him – has also joined forces with cosmetics company Max Factor and insisted both brands encompassed an air of “inclusivity”.

She told WWD: “When it comes to my hair care line, Anomaly, the idea was to democratize beauty and make sure everybody gets great products that don’t make a hole in your wallet or the environment. Those are things that were really important to me. With Max Factor, the brand is all about inclusivity, and it’s a legacy brand like Gloria Vanderbilt. I like to associate with brands that are pioneers in their field and leaders in their categories.

“The idea of an association with a public person is to be able to magnify what the brand stands for.”