And we thought Jimmy Choo’s founder and president Tamara Mellon was being charitable by allowing us to buy their shoes for under a hundred bucks at H&M. Turns out the shoe goddess has not stopped giving back yet.
Tonight La Mellon will be appearing at Selfridges to unveil a limited-edition capsule collection which includes tote bags, clutches, ballet flats, stiletto heels and flip-flops, with prices ranging from £55 for the flip-flops to £550 for the large tote. You may already have spotted the patchworky photo-print pieces in a campaign shot by Terry Richardson and starring Angela Lindvall.
And guess what? It’s all for charity! Choo plans to donate 25 per cent of net sales of the collection to the Elton John AIDS Foundation. The money will support funding of the Simelela Rape Centre in Cape Town and allow it to remain open 24 hours a day.
The collection is called PEP after the Project PEP charity, which raises money for African women and children exposed to HIV. PEP refers to post-exposure prophylaxis, a medication that, in most cases, stops HIV from taking hold in the body, if it is administered within 72 hours of exposure.
During an interview at the Jimmy Choo headquarters, Mellon says, '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.'
The collection launches with a 'PEP-up' shop (yes, alright) at Selfridges tonight that will trade for 72 hours, before rolling out to
Jimmy Choo stores worldwide.