Jimmy Choo lance, en association avec la Elton John AIDS Foundation qui lutte en faveur de la prévention contre le sida, une collection capsule, Project PEP, dont 25 % des ventes seront destinés à soutenir le financement du centre Simelela en Afrique du Sud. Project PEP de Jimmy Choo propose une collection complète d’accessoires : chaussures, sacs, pochettes et ballerines. En vente dès le mois de novembre 2009 dans toutes les boutiques du monde entier. Cette édition limitée fera l’objet d’une campagne médiatique importante photographiée par Terry Richardson et sera à l’honneur jusque dans les vitrines.Une liste d’attente sera également mise en place sur www.jimmychoo.com à partir du 1er septembre.
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 Choo’s passionate and individualist spirit. This cause has a 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 ‘Four Inches’ that assisted with the first funding of the Simelela centre; « We 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. » Tamara Mellon, Founder & President, Jimmy Choo. Jimmy Choo will donate 25 percent of the net sales from Project PEP . With this funding, the Elton John AIDS Foundation can directly support the pioneering Simelela Rape Centre in Cape Town that was set up in 2008 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 Jimmy Choo Project PEP collection of the tote bags, clutches, ballet flats, signature heels and flip flops will be available in Jimmy Choo stores worldwide. The limited edition will launch in November with dedicated windows and a comprehensive print and online campaign in the brand’s signature visual language, featuring model Angela Lindvall and shot by photographer Terry Richardson.
