Last year, German luxury brand Montblanc partnered with the Global Fund (RED) to join the fight against AIDS. This saw the launch of their first collaborative collection of (Montblanc M)RED writing instruments and accessories. Now, Montblanc has reaffirmed its commitment to raise awareness against AIDS by announcing an extension of this line.
“Iconic brands like Montblanc demonstrate the important role the private sector plays by not only generating money for the Global Fund, but by campaigning to keep this disease—and our ability to end it—on the public agenda,” said Jennifer Lotito, COO, (RED). Founded in 2006, the (RED)project has so far raised over US$600 million in grants that have impacted more than 140 million people with prevention, treatment, HIV testing and care services.
The expanded range of (Montblanc M)RED will include a new writing instrument line with (Montblanc M)RED Signature design details. For instance, the nib features a special (Montblanc)RED engraving, the forepart of the pen has a red-coloured lacquer finish, and the ink feeder cover has a rich red colour, as well. Other fine details include a cap and barrel with a brushed palladium nickel coating, a platinum-plated clip, and the Montblanc emblem ultrasonically welded onto the cap top.
Based on the design of its signature #MY4810 line of trolleys, the expanded line will also introduce the (Montblanc M)RED trolley — a lightweight and durable design ideal for both business and leisure. Featuring a polycarbonate shell in bold red, the trolley comes with red leather on the handles and corners. The inside of the trolley features an elegant lining featuring inspiring quotes printed in red.
The new pieces are set to launch in October, coinciding with the sixth Global Fund Replenishment conference in Lyon. For every purchase of the (Montblanc M)RED collection, €5 will be donated to the Global Fund to support HIV/AIDS programmes. This will help provide over 25 days of life-saving HIV medications to affected people in sub-Saharan Africa. Montblanc’s CEO also adds: “This special partnership with (RED) is more than just about raising funds for prevention and medication; it’s about educating others to understand that, as a community of global citizens, we can be more effective in ending epidemics like AIDS when we work together.”
For a hands-on look at the new (Montblanc M)RED collection, visit the renewed flagship boutique at Pavilion Kuala Lumpur. Scroll below for more details.
