Philanthropy | For Goodness’ Sake

Jimmy Choo’s new charitable push

Where fashion and philanthropy go hand in hand

Jimmy Choo’s new charitable push

September 18 2011
Sibéal Pounder

Jimmy Choo’s fundraising efforts are proving as successful as its shoe designs. In 2005, the company partnered with the Elton John Aids Foundation and has since raised more than $3.5m for South Africa’s Simelela Rape Centre through enterprises such as 2009’s Project PEP, a limited-edition range of accessories. The brand is now ramping up its philanthropy with the launch of the Jimmy Choo Foundation and a new line of heels.

Called Icons, the collection is made up of 10 designs reinterpreted from classic styles, including the Fleur stiletto (worn by founder and director Tamara Mellon when she received her OBE), and will fund projects relating to women’s empowerment to the tune of 10 per cent of net sales. And launching next month – with 100 per cent of revenues from sales benefiting the Foundation – is Jimmy Choo XV, a coffee-table book filled with original studio sketches and photography by Mario Testino and Terry Richardson.