Jimmy Choo and the Elton John AIDS Foundation have launched the Project PEP collection to support the Simelela Rape Centre in South Africa.

The vibrant capsule collection features a distinctive and collectible punk rock motif print representing Jimmy Choo’s passionate and individualist spirit.

You could help raise awareness for this worthy cause by entering a photo competition. It’s very simple!

You have to upload a photo based on the theme ‘You, Your Shoes and 72’ and next you could win exclusive Jimmy Choo prizes and have your work exhibited at the Project PEP launch event at Selfridges London at the end of October.

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.

Jimmy Choo will donate 25% of the net sales from Project PEP to the Elton John AIDS Foundation.

With this funding, the Elton John AIDS Foundation can directly support the pioneering Simelela Rape Centre in Cape Town that was set up in 2005, with the mission to administer victims of abuse with the vital HIV preventative PEP medication (Post Exposure Prophylaxis) and provide the infrastructure for medical, counselling and legal support.

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.

“We are women helping women and we are proud to continue our collaboration with the compelling and urgent initiatives of the Elton John AIDS Foundation and to provide a voice for under-privileged women in South Africa.

We are excited to launch this social media campaign which we believe is a fun, light-hearted way to make people aware of a very serious subject.” Tamara Mellon, Founder & President, Jimmy Choo said.