Jimmy Choo Launches Charity Line; Limited Edition Collection will Benefit Project PEP

Tamara Mellon has rallied her pep squad to raise money for African women and children exposed to HIV.

The founder and president of Jimmy Choo unveiled a limited edition capsule collection of shoes, bags and small accessories as part of the charity Project PEP during an event at Selfridges. PEP refers to post-exposure prophylaxis, a medication that, in most cases, stops HIV from taking hold in the body if it is administered within 72 hours of exposure.

Choo plans to donate 25 percent of net sales of the PEP line to the Elton John AIDS Foundation. The money will support funding of the Simelela Rape Centre in Cape Town and allow it to remain open 24 hours a day. “So many women feel strongly about the brand — they feel they own a part of Jimmy Choo. This is a way for women to help other women. And I want them to know that for every product sold, the money will immediately release a whole bunch of PEP drugs onto the market,” said an impassioned Mellon during an interview at the Choo headquarters here.

The collection launched today in Jimmy Choo stores worldwide in addition to Saks Fifth Avenue, Neiman Marcus and Nordstrom.
Mellon said she swapped what would have been the annual cruise ad campaign for a Project PEP one, shot in New York by Terry Richardson and featuring Angela Lindvall. Prices range from $90 for the flip-flops to $995 for the large glazed canvas tote.

SOURCE:www.famespy.com