The Jimmy Choo Foundation is a non-profit charitable trust that empowers women by helping them to lead healthier and safer lives.
Launched in 2011, in conjunction with the 15th Anniversary of the company’s inception, The Jimmy Choo Foundation was established following the ideals of the Jimmy Choo brand which has, throughout its history striven to offer women the confidence and optimism to dream and achieve.
The creation of the Jimmy Choo Foundation is prompted by the growing recognition that if we as a society are to be successful in progressing economically, morally and philosophically, we need to educate and empower women and bring them into the economy. According to the UN Development Programme, (UNDP), there is clear evidence that women’s empowerment helps raise economic productivity and reduce infant mortality. It contributes to improved health and nutrition and increases the chances of education for the next generation. Simply put, progress is achieved through women.
The agenda for empowering women via the Jimmy Choo Foundation will focus on addressing some of the most egregious abuses afflicting women globally: sex trafficking and forced prostitution, gender-based violence, maternal health and building confidence and independence through education and economic opportunity.
Jimmy Choo has a history of activism and fundraising for women’s issues. In 2005, the company partnered with the Elton John AIDS Foundation to raise funds for the Simelela Rape Centre in South Africa. In a bold fundraising effort, Jimmy Choo tapped inspiring women and asked them to sit for eminent female fashion photographers and pose wearing nothing but Jimmy Choo shoes and Cartier jewellery. These photos were auctioned off and the proceeds were used to provide initial funding for Simelela.
Four years later, the company launched a limited edition collection of shoes and bags in a signature punk print, and sold this capsule collection as Project PEP, again supporting the Elton John AIDS Foundation. Twenty-five percent of sales from this collection were donated to the Simelela Rape Centre to fund the administering of HIV preventative PEP medication. Between these initiatives, more than $3.5 million has been raised by Jimmy Choo to support women in Africa affected by HIV.
The Jimmy Choo Foundation will work with partners who share the same values and mission, and meet the criteria for responsible governance.