October 27th, 2009, 03:48 PM #1
Jimmy Choo 72 Hour Project Pep Event (november 4)
The US launch of the "72" hours of Project Pep Event is taking place at Westfield Topanga and Beverly Hills beginning on November 4th.
Here's the info:
Charity: Jimmy Choo will donate 25% of the net sales from Project PEP to the Elton John AIDS Foundation which will directly support the pioneering Simelela Rape Centre in Cape Town that was set up in 2005 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 proceeds raised by Project PEP will enable the clinic to stay open day and night providing 24 hour/7 days a week access to the vital life saving treatment that has to be administered within the first 72 hours of exposure to HIV.
Tamara Mellon, Founder & President, Jimmy Choo:
“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.”
Sir Elton John:
‘One of the things I am most proud about the AIDS Foundation is that we don't just ask people for money, we try to build partnerships with people and companies that share our passion for this fight. That's why we've had a longstanding collaboration with Tamara and Jimmy Choo. Tamara has such incredible spirit, and the Jimmy Choo brand connects with women so well, David and I were thrilled when she proposed working with us to raise money and awareness for the plight of so many women across Africa, particularly those in danger of contracting HIV through sexual violence.'
Further details about the project:
This cause has 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.
The Jimmy Choo Project PEP collection of 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 2009 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.
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