Monday, 26 October 2009

Put your best choo forward with Jimmy Choo and Project PEP / 72

Jimmy Choo have teamed up with the Elton John AIDS Foundation to create Project PEP / 72. An exclusive Project PEP collection is available at Jimmy Choo, with 25% of profits supporting the funding of the Simelela Rape centre in South Africa.

Tamara and Minty Mellon
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.
PEP is the name of the medication that must be given to rape victims within 72 hours to stop them being infected with HIV, which gives this project it name and theme of their new campaign. The new social campaign is called Project PEP / 72 'You, Your Shoes and 72'.
Winning images will be showcased at the global launch of Project PEP at Selfridges London on 29th October and at Jimmy Choo Project PEP events globally. Over 100 winners will be chosen to win products from the Project PEP range, with a Grand Prize offering the overall winner 7 pairs of shoes and 2 bags from Jimmy Choo.
It's really easy to get started, register on the website to either upload your own photo or get involved and get voting-there are some fab photos already! The official closing date is the 7th December, but the best entrants so far will be on display at the launch event on the 29th Ocotber. It's a great way to spread a serious and important message in such a fun and creative way. Here are some of my favourite entries so far:

72 shoes, 72 hours by Estemp
72 steps by e emme
pink patent leather by laducaberg
Daniel by gm
 these shoes were made for dancing by lunyjane
fashion claim by fashionclaim

Such a great competition, cause and, of course, Choo collection - get involved or just say hi on twitter
ps. thanks to the lovely Marian for showing me this great cause on twitter!



  1. it is such a great great cause!! fab write up on darlig!!

  2. thanks marian and rodney! people are submitting some great images!

  3. Wow sweeeeet shoes....I'm loving all these creative and amazing shoes coming out this season. Great post and loving the blog :)

    Laura xxx

  4. thank you Laura! that's so sweet! it's such a good cause too! your blog's great too, love your photography! Cx


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