Jimmy Choo launches Project PEP capsule collection for charity at Selfridges

Get your hands on some Jimmy Choo accessories without feeling guilty about spending.

The shoe designer has teamed up with the Elton John AIDS Foundation to create the ‘PEP-up Shop’ featuring a host of limited edition Jimmy Choo products, made especially for the project.

The event, which takes place at Selfridges from Friday 30 October, will only last for 72 hours (yes we’ll be queuing from dawn too), and will include exclusive products such as a cuff, ID-tag and a mobile strap.

And, as we told you before, you won’t need to feel guilty about spending as Jimmy Choo will donate 25% of the sales of the Project PEP capsule collection directly to the Simelela centre. This will give victims access to vital life saving treatments that have to be administered within the first 72 hours of exposure to HIV. We see it as giving our annual charity donation early.

And it doesn’t end there. The designer has also created website and is asking everyone to upload photos of themselves wearing their Choo’s, as part of a campaign entitled ‘You, Your Shoes and 72.’

Images will be showcased at the global launch of Project PEP at Selfridges and 100 of the best pictures will win products from the Jimmy Choo capsule collection.

Visit JimmyChoo72.com for more information.