That Tamara Mellon’s a busy bee, isn’t she? She’s just finished working on yet another collection , Jimmy Choo’s Project PEP , which will launch tomorrow night in partnership with the Elton John Aids Foundation.
Selling in Selfridges, the Project PEP collection , which stands for ‘post-exposure prophylaxis’ (drugs which, if given to those exposed to the HIV virus within 72, will reduce the chances of developing HIV by 79 per cent) – already has 1,000 names on the waiting list.
Well, anything with a Jimmy Choo label is always going to draw a crowd, so who better than to raise awareness and money for the charity? Unlike other Choo merchandise with a hefty price tag, a chunk of the profits will go to charity. According to Vogue UK, a quarter of the net sales from the collection will fund Project PEP at the Simelela Centre in Cape Town.
â€œI think there is a responsibility for any company when it gets to a certain size to start giving back, said Tamara, co-founder and president of Jimmy Choo. â€œGoing to Africa and meeting the women makes you understand how brave they are. It puts everything into perspective.
Meanwhile, we’re still eagerly awaiting the Jimmy Choo for H&M launch. We make it 17 days. Not that we’re counting…