With World AIDS Day approaching in less than a couple of months (1 December 2019), luxury brands are amping up on the support towards HIV/AIDS programmes. In most cases, brands—such as Apple, Louis Vuitton and Beats—partner up with non-profit organisation (RED) to create products where proceeds of the sales will help in the fight to end AIDS.
(RED) was founded by musician Bono and activist Bobby Shriver in 2006. Since then, (RED) has supported grants that have impacted more than 140 million lives. And the organisation is still pressing on.
Montblanc first started the partnership with (RED) in 2018 by introducing the (Montblanc M)RED line. The debut was designed by renowned designer Marc Newson and featured three writing instruments—a fountain pen, a rollerball pen and a ballpoint pen that were all encased in a bright red resin.
This year, (Montblanc M)RED expands with new additions that are reflective of Montblanc's craftsmanship in creating beautiful writing instruments and beyond. The brand's signature travel luggage, the MY4810, is reinterpreted for (Montblanc M)RED with a red polycarbonate shell and luxurious leather accents.
Two new writing instruments make up (Montblanc M)RED's 2019 edition: a fountain pen and a rollerball pen. Both take reference from the original design by Marc Newson but come sleeker in a brushed palladium nickel coating. The hallmark of every (RED) product, that bright red tone, is instead on the forepart of each pen as a red lacquer. It's an ideal variation for someone who prefers something a tad more understated.
A purchase of a (Montblanc M)RED item, translates to a five-euro donation to the Global Fund to support HIV/AIDS programmes. It may seem like a small sum, yet that amount is able to cover 25 days of life-saving HIV medication to those who need it.
Source: Esquire SG