MANILA, Philippines - Jimmy Choo takes a step ahead of shoemakers by launching Project PEP, a line that will support the funding of the Simelela Rape Centre that helps underprivileged women in South Africa.
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 be launched 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. A waiting list will be available in September on www.jimmychoo.com.
Choo will donate 25 percent of the net sales from Project PEP. With this funding, the Elton John AIDS Foundation can directly support the pioneering Simelela Rape Centre in Cape Town that was set up in 2008 with the mission to administer victims of abuse with the vital HIV preventative PEP medication (Post Exposure Prophylaxis) and provide the infrastructure for medical, counseling and legal support.
In the Philippines, Jimmy Choo is exclusively distributed by Stores Specialists, Inc. (SSI) and is located at Greenbelt 4, Ayala Center, Makati City.