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Tamara Mellon and Jimmy Choo Go Charitable with Project Pep

10/30/2009 at 12:27 PM ET

Matt Crossick/EMPICS Entertainment/Abaca

Jimmy Choo Founder and President Tamara Mellon stepped out in London last night to host the global launch party of the brand’s ‘Project PEP’. The limited edition collection with its rock ‘n’ roll, punk-inspired print will raise funds for the Simelela Rape Centre in Cape Town, a project started by Mellon and the Elton John Aids Foundation in 2005.  “When you buy one of these products here tonight, it will release the PEP medication straight to the women in Africa,” Mellon told PEOPLE as she greeted guests such as Guy Ritchie and bikini designer, Melissa Odabash, who was modeling the sky high gladiator ‘PEP Loop’ heels. Jimmy Choo will donate 25% of the net sales from this capsule collection to fund the pioneering centre where rape victims exposed to HIV are given anti-retroviral drugs to stop the virus developing. “I went to South Africa earlier this year, and I’m planning another trip in 2010,” said Mellon, adding “It was emotional but it was also an uplifting experience to see that this really does make a difference, it takes the shame away from these women.” So how does the multi-tasking Mellon, who has a H&M collaboration launching next month and a perfume in the works, juggle all of this with charity work and bringing up her 7-year-old daughter Araminta: “I don’t know!” she laughs, “I do enjoy several coffees in the morning, that tends to keep me going.” The collection is available worldwide from 4th November or buy online at jimmychoo.com.

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