Jimmy Choo announces the launch of Project PEP with the Elton John AIDS Foundation. This project is designed to support the funding of the Simelela centre in South Africa. The vibrant capsule collection features a distinctive and collectible punk rock motif print representing Jimmy Chooâ€™s passionate and individualist spirit.
This cause has particular resonance for Jimmy Choo because of its support and empowerment of women. In 2005 Jimmy Choo Founder and President Tamara Mellon worked with the Elton John AIDS Foundation on a charity auction project â€˜Four Inchesâ€™ that assisted with the first funding of the Simelela centre.
â€œWe are women helping women and we are proud to continue our collaboration with the compelling and urgent initiatives of the Elton John AIDS Foundation and to provide a voice for under-privileged women in South Africa. We are excited to launch this social media campaign which we believe is a fun, light-hearted way to make people aware of a very serious subject.â€ – Tamara Mellon, Founder & President, Jimmy Choo.
Jimmy Choo will donate 25% of the net sales from Project PEP to the Elton John AIDS Foundation. With this funding, the Elton John AIDS Foundation can directly support the pioneering Simelela Rape Centre in Cape Town that was set up in 2005, with the mission to administer victims of abuse with the vital HIV preventative PEP medication (Post Exposure Prophylaxis) and provide the infrastructure for medical, counselling and legal support.
The proceeds raised by Project PEP will enable the clinic to stay open day and night providing 24 hour/7 days a week access to the vital life saving treatment that has to be administered within the first 72 hours of exposure to HIV.
Jimmy Choo is asking you to take part in a new social networking concept which will feature a photo competition to generate awareness of the vital 72 hour time window.
The slogan for the campaign is ‘You, Your Shoes and 72’ and many of the winning images will be showcased at the global launch of Project PEP at Selfridges London on 29th October and at Jimmy Choo Project PEP events globally. Over 100 winners will be chosen to win products from the Project PEP range, with a Grand Prize offering the overall winner 7 pairs of shoes and 2 bags from Jimmy Choo.