Prianca Chopra and Nick Jonas are investing in their first fashion.

Pranca Chopra and Nick Jonas are known as entertaining couples. But they are also big investors.

Today, for the first time, they are announcing their investment in a fashion company, a luxury ski brand. In addition to supporting the brand anonymously, it has supported more than 113 million followers by starring in advertising campaigns, creating capsule collections, and highlighting Perfect Moment on Instagram. The investment reflects the growing influence of couples as investors as well as their potential to turn a brand into a family name.

Perfect Moment is a European skating brand that designs technical but fashionable clothing, including ski pants and snow jackets. A.D. Founded in 1984 by professional skier and filmmaker Theory Donard, it really hit the milestone in 2011, with Jacques Coco, a coconut water brand owned by private equity firm Max Gotchalc and his wife Jane. Over the past five years, the pair has grown exponentially, expanding its brand to consumers through its website and partnering with distributors such as Net-A-Porter, Farfech and Bloomingdale. You also go beyond skiing and into surfing gear.

Like other young consumers, Chopra and Jonas never looked for a sleek but sporty skier. “It’s always the perfect moment to wear because it’s made for fashion and action,” says Chopra. “In a short time, it has become very popular with young people, and we think it is in a state of evolution as a brand.” In London, the couple met Gotchalks at a social event and eventually decided to invest.

Chopra and Jonas have invested in a number of companies as individuals and as a couple. Jonah has invested in catering services Snackpass and the AI ​​platform Nurosene Health. Chopra founded an Indian restaurant called Sona in Manhattan with Chef Harry Nayak and created a vegan-friendly hair care brand Anomaly. They have jointly invested in the Soda brand Olipop. This is their first investment in a fashion company. “When we look at our portfolio together, it starts with our personal interest in the brand,” says Jonas. “We want to not only lend our name, but also show that we are all in this together. [the founders]. ”

The couple realizes that skiing has a special place in their lives. Although she is still an avid skier, Chopra has spent a lot of time on the mountains over the years. As a child, she traveled to the Kashmir Hills with her family, and when she began acting, she filmed in Switzerland. Jonas began skiing in New Jersey at the age of 7 and eventually bought a house in his hometown of Mamot Mountain in California with his brother Joe.

Chopra and Jonas were on vacation when they started dating. “When I first played skiing with Nick, 10-year-olds and I were on a rabbit slope,” says Chopra, laughing. “I’m still on a rabbit slope, so don’t get me wrong.” It was this emotional connection with the mountains that prompted them to put their weight behind the ice skate brand. “Spending time in the mountains has become a big part of our lives together,” Nick said.

With so many followers, both Chopra and Jonas regularly pay millions for brand ambassadors. Chopra Bulgarine, Crox, Beats by Dren, Bumble, and Tag Heir are among many other brands, and Jonah’s support includes Diet Coke and Pharmaceutical Brand Bayer. While they do not specify how much they are investing in the moment, their participation could be a significant boost for the brand. “This is a small sign for them,” says Jane Goatschal. “after all, [Chopra] It is the face of Bulgaria. You are taking risks, and you know that getting involved can make a big difference as a company. I think it expresses their desire for adventure.