New ‘Project PEP’ Charity Line Just Announced by Jimmy Choo

Complete LUX-lifestyle brand, Jimmy Choo, has just announced it has designed an exclusive line that’s aimed to raise much-needed funds for African women and children who’ve been exposed to the HIV virus.

Founder and president of Jimmy Choo, Tamara Mellon, is the mastermind of this new launch collaborating with the Elton John AIDS Foundation.

“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.

Twenty-five percent of all sales from this new collection will be donated to help fund the Simelela Rape Centre in Cape Town assisting them in remaining open 24/7. This new round the clock care is necessary for the administration of the drug, Post-exposure prophylaxis (PEP), to be most effective in reducing the HIV virus from taken hold. If this drug is administered within 72 hours of exposure then it has a greater chance of successfully elevating the HIV virus completely. Now that’s something we can all stand behind!

What to expect from this 12-piece punk-rock motif collection is a variety of shoes, bags and other unique accessories, definitely a must-see for any fashionista looking to make a difference. Perhaps even a wonderful gift for any Jimmy Choo faithful.

As you can see, this limited-edition line is made for a great cause. Expect to see this complete line hit Jimmy Choo stores worldwide, including a variety of other retailers, such as: Saks Fifth Avenue, Neiman Marcus and Nordstorm this week, November 4. Price ranges from $90 - $902, depending on the item

If you’d like to learn more about the PEP Project, explore the Jimmy Choo online site.


Tagged in: jimmy choo, elton john, social causes, project pep,


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