Priyanka Chopra-Jonas and Nick Jonas have made their first fashion industry investment into luxury fashion and sportswear brand, Perfect Moment. The 1979 Chamonix-born brand created for extreme sports racers has evolved into a luxury sportswear brand thats become known an iconic staple in winter wear. The rise of Perfect Moment’s popularity came from an emphasis in making womenswear fashionable and functional for ski and surf. This is the first time the couple have entered into a business partnership together within the fashion industry, combining their entrepreneurial expertise and passion for skiing and the outdoors. Having worn the brand for years, Chopra-Jonas and Jonas are loyal fans of the Perfect Moment label. The power couple, who share the same ethos as Perfect Moment, will play a substantial role in the brand as it expands its global footprint to enter new markets in Asia and the Middle East, and continues to grow in their biggest markets including the United Kingdom and the United States.
In 2010, Jane and Max Gottschalk took over ownership of the brand and have developed the function in the worlds of ski and surf. They were responsible for revamping the brand into high fashion markets paired with influencer marketing that created a cult following for their iconic ski suits. The Perfect Moment collections marry the extreme demands of nature with the world of fashion and can be found at Selfridges, Net-A-Porter, Matches, Saks Fifth Avenue, Neiman Marcus, Bloomingdales and FWRD. Chopra-Jonas and Jonas had been avid consumers of the brand over the last few years. While Chopra-Jonas did n’t grow up around ski culture when she met Jonas he introduced her to the lifestyle and she instantaneously fell in love. Part of what she loved was the fashion that came with the culture which included Perfect Moment. “When I grew up in India I wasn’t exposed to ski culture and I didn’t understand what that culture was like. Nick and I both loved mountain culture but I didn’t ski until I met him. I really enjoyed the clothing more than actual skiing. I indulged in a lot of skiwear and most of those items were Perfect Moment,” she shared.
The opportunity for the Jonas’s to invest in Perfect Moment happened organically. Last year the Gottschalk’s and the Jonas’s happened to be sat at a dinner together in London, the couples shared their natural love for skiing and, of course, Perfect Moment. That led to a natural conversation on how Chopra-Jonas and Jonas could be more involved in the brand as advisors and investors. “Having Priyanka and Nick as investors was a no brainer as we grow the brand to expand into new markets like the Middle East and Asia. We are really excited to be able to collaborate with them on their entrepreneurial and creative expertise while we reach new audiences,” shared Jane Gottschalk.
One of Chopra-Jonas’s original attraction to the brand was not having to choose between looking amazing and performing at their highest level, “to me it’s a consumer need that Perfect Moment not only understands, but one that is baked into the ethos of this brand . I am proud to be a strategic investor and advisor to such a bold and trendsetting company.” Her husband, Jonas echoed that sentiment, “Perfect Moment hits the mark on how style and performance go hand-in-hand. This is my first choice and in our role, we feel other ski and surf enthusiasts worldwide will appreciate the fashion and function of this brand.”.
In addition to reaching new audiences, Gottschalk plans on collaborating with Jonas to bring back the emphasis on menswear at Perfect Moment. “Over the last decade we have focused on primarily womenswear but we want to bring menswear back to the forefront as well with the help of Jonas.” In the next year, the brand expects to expand to new retailers, and markets while adding new verticals.