LONDON — Tamara Mellon has rallied her pep squad to raise money for African women and children exposed to HIV.
The founder and president of Jimmy Choo will tonight unveil a limited edition capsule collection of shoes, bags and small accessories as part of the charity Project PEP during an event at Selfridges here.
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.
Choo plans to donate 25 percent of net sales of the PEP line 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.
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“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.
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The collection launches with a “PEP-up” shop at Selfridges that will trade for 72 hours, and will roll out to Jimmy Choo stores worldwide and wholesale stockists such as Saks Fifth Avenue, Neiman Marcus and Nordstrom on Nov. 4. The brand is planning a variety of launch events in each market, including parties with Vogue in New York, Vanity Fair in Chicago and InStyle in Bal Harbour, Fla.
Mellon said she swapped what would have been the annual cruise ad campaign for a Project PEP one, shot in New York by Terry Richardson and featuring Angela Lindvall. The brand also launched a social networking media campaign called “You, Your Shoes and 72,” to raise awareness before the launch. The site links with Facebook, and features a Twitter feed and a blog.
The campaign is a photo competition. Choo is also offering prizes from the 12-piece PEP range, which includes tote bags, clutches, ballet flats, stiletto heels and flip-flops.
Prices range from 55 pounds, or $90, for the flip-flops to 550 pounds, or $902, for the large tote.