Few can deny that the Jimmy Choo brand is elegant, trendy, luxurious — and now accessible, thanks to a new partnership with H&M.

And today, I got an email today that cemented its fabulousness in my mind.

The news is that Jimmy Choo and Elton John AIDS Foundation have launched a way cool photo contest to support the launch of Project PEP.

Project PEP is a charity collection that donates 25% of sales to the Simelela Rape Centre in South Africa.

That money helps provide the HIV-preventative treatment PEP, which must be taken within 72 hours of exposure to HIV. It also helps with counselling to victims of rape in South Africa, which has the highest count of rape in the world.

So go on over to www.jimmychoo72.com and submit your photos for the “You, your shoes and 72” contest–and a good cause.

What’s in it for you? The winner spends a day of luxury at Jimmy Choo HQ and gets to chose 7 pairs of shoes and 2 handbags 2 keep. Contestants also get to win more than 100 exclusive Jimmy Choo prizes.

Check out two of the entries below.