Photo courtesy of Jimmy Choo
Designer label Jimmy Choo recently launched a social media campaign “YOU, YOUR SHOES AND 72” to raise awareness in advance for the Project PEP (Post Exposure Prophylaxis) launch Collection. The collection is set to unveil in the United Kingdom on October 29th and the worldwide debut will be on November 3rd.
Project PEP is a collection of limited edition shoes and handbags by Jimmy Choo. The collection features a unique collage of prints signifying the brands individualist character. 25% of the net sales from Project PEP will go to the Elton John AIDS Foundation.
With the money donated, the Elton John AIDS Foundation will be able to directly support the Simelela Rape Centre in South Africa. This centre was set up in 2005 to oversee victims of abuse with the all important HIV preventative PEP medication within the crucial time frame of 72 hours of exposure. Hence the slogan, “YOU, YOUR SHOES AND 72.” With this donation, the centre can stay open all hours of the day, everyday to provide better care and treatment for victims.
This charitable cause has particular resonance for Jimmy Choo because of the brand’s support and empowerment of women. The limited edition product collection will be launched worldwide with a comprehensive print and online campaign featuring model Angela Lindvall and shot by photographer Terry Richardson. Fans of the brand will be able to watch an exclusive ‘behind-the-scenes’ film of the campaign from 29th October on www.fashionair.com
A waiting list for the collection is currently available on www.jimmychoo.com
