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Published
Jun 4, 2009
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Profits from a Jimmy Choo collection to go to the Elton John AIDS Foundation

Published
Jun 4, 2009

When Jimmy Choo met Elton John, fashion became generous. The luxury accessories label is launching, in association with the Elton John AIDS Foundation which is concerned with AIDS prevention, a capsule collection, of which 25% of all sales will be used to finance the foundation’s Simelala centre in South Africa.


Jimmy Choo collection for the Elton John AIDS Foundation

The project is called “Project PEP” and has a particular resonance with the brand. Since 2005, Jimmy Choo supported the work of the Elton John AIDS Foundation at an auction to raise funds for the creation of the Simelala centre in Cape Town. The centre helps rape victims by prescribing PEP medications (post-exposure prophylaxis, consisting of antiretrovirals, ed.), which reduce the risk of infection from HIV, and offering counseling and help with legal procedures.

“We are women helping other women and we are proud to continue our collaboration with the Elton John AIDS Foundation and to give a voice to disadvantaged women in South Africa”, explained Tamara Mellon, founder and president of Jimmy Choo.

“Project PEP” will consist of handbags, ballet slippers and flip-flops. These limited editions will be released in November in Jimmy Choo boutiques across the world and will be much publicised by a campaign using Terry Richardson photographs.

By Jonathan Fulwell (Source: Sarah Ahssen)

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