Sir Richard Branson launched Virgin Voyages’ first ship today in Dover, Scarlet Lady.

It is the first ship of four in Virgin Voyages’  adult-only fleet, which is aiming to “redefine the cruise industry”.

Virgin Group founder, Sir Richard Branson, said: “I have dreamed of starting my own cruise line since I was in my 20s and I’m thrilled that moment has arrived.

“The Scarlet Lady is truly special and we’ve worked with some of the world’s most sought-after designers, artists and architects to craft an extraordinary experience. The benefit of our five decades in business in so many industries is that we can offer a voyage like no other.”

Interiors have been created by designers such as Tom Dixon and Roman and Williams and include a focus on wellbeing, with a host of ‘Vitamin Sea’ offerings such as B-Complex gym programs to balance, build, burn and bike, as well as The Perch, designed for outdoor yoga.

Scarlet Lady also gives passengers the option to choose from  20+ eateries, including vegetarian-forward cuisine in Razzle Dazzle, experiential creations in Test Kitchen and concepts by world-class chefs like the Michelin Starred Brad Farmerie and Sohui Kim.

All dining experiences, group workout classes, basic beverages, gratuities and wifi will be included in the base cruise fare, regardless of room category.

Entertainment and shows on board feature gigs, DJ sets and drag artists, in addition to hosting special On Deck voyages with DJs such as Mark Ronson, Diplo, MK and Sofi Tukker, providing up-close and personal appearances at its own private spot on the island, The Bimini Beach Club.

Virgin Voyages is also one of the first cruise lines to use Climeon, a technology that utilises heat generated from the ship’s engines to generate electricity, thereby decreasing the demand for fuel.

Routes on offer include Costa Maya in Mexico, Puerto Plata in the Dominican Republic, Key West and The Bahamas. The ship will later be joined by sister liner Valiant Lady which features seven-night Mediterranean itineraries out of Barcelona, Spain when it debuts in May 2021.

For more information, visit virginvoyages.com.