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Tamara Mellon to launch 'PEP' range tonight

By Emma Sells | Posted: Thu 29 Oct 2009

The shoe tycoon Tamara Mellon turns ethical with a new range to help Aids victims.

Jimmy Choo’s Tamara Mellon tonight launches her charity initiative with Sir Elton John’s Aids Foundation with a star-studded party at Selfridges. A “Project PEP” collection of limited edition accessories designed by Jimmy Choo will be available from tomorrow, with proceeds going to fund a rape crisis centre in South Africa. PEP stands for post-exposure prophylaxis, the anti-retroviral drug that, taken within 72 hours of exposure, reduces the chance of contracting HIV by 79%.

After reading an article four years ago that explained how rape had spread Aids through South Africa, Mellon made a call to Sir Elton. “The article described how misinformed the men were, and said that local tribal doctors were telling men infected with HIV that if they slept with virgins they would rid themselves of the prospect of Aids. This was resulting in the rape of young girls. I thought, 'Oh my God, imagine someone doing that to my daughter.’” Said Mellon.

For Project PEP, Mellon and her team of designers came up with an exclusive print that would be used on different pieces; from a pair of flip-flops (£55), to a tote bag (£550). “I wanted the print to be a bit rock ’n’ roll. That was my focus – something edgy and exciting. If you look at the print, you can see everything that makes up the DNA of Jimmy Choo – leopard print, studs, Swarovski crystals. They are the things that I personally love.”

With Jimmy Choo’s collection for H&M launching on November 14th, Choo love is being spread wide this month.

The Project PEP collection arrives in Selfridges Oxford Street tomorrow. Visit www.jimmychoo.com for more information.

Click here to see the collection...