Tamara Mellon's Project Launch

3 weeks ago 30th Oct 13:30

Tamara Mellon launched her new charity venture, Project PEP, last night (29.10.09).

The Jimmy Choo boss was joined by a host of famous faces - including movie director Guy Ritchie - for the lavish bash at London's prestigious Selfridges' Wonder Room.

She said: "For any company, fashion or not, it's important to give something back. I want Project PEP to be a continuation of my previous charity work."

The latest venture - which will help the Simelela Rape Centre in Cape Town, South Africa and support the Elton John Aids Foundation - will raise funds for the project through the revenue of the special collection.

Tamara is to donate 25 per cent of the net sales from her "punk-rock" Project PEP shoe designs - which includes Swarovski embellished footwear and studs - to the charity.

For any company, fashion or not, it's important to give something back. I want Project PEP to be a continuation of my previous charity work.

She explained to website Vogue.co.uk: "It's punk-rock inspired with a collage of the Jimmy Choo DNA - there are studs and Swarovski.

"I really relate to my customer. I think about what I want to wear - whether it be a biker boot or a ballet pump."

The collection already has a waiting list of over 1,000.

Project PEP will be shown at a 72-hour pop-up shop in Selfridges, London, where the limited edition collection will be exclusively sold.