Last night, Montblanc took the saying “paint the town red” to the next level with the launch party of their latest collection with – a non-profit organisation which specialises in fighting HIV/AIDs.

To celebrate the drop of the latest additions to its (MONTBLANC M)RED collection – including a new trolley and writing instrument line – the luxury German accessories brand transformed the front of its Champs-Elysées boutique to red and also introduced an original art installation by buzzy Belgian artists Denis Meyers and Arnaud Kool. The result were powerful messages inspired by the partnership.

Guests included Montblanc’s Ambassador Charlotte Casiraghi, Oscar winner Adrien Brody, the fabulous Billy Porter, Georgia May Jagger and more, who all showed their support at the Paris event, using their collective voices to raise awareness of HIV/AIDS and turn words into action in order to lift the stigma of HIV, save lives and end a global epidemic.

Montblanc is committed to helping make a difference in the world, via cultural, social, educational and environmental initiatives. Crafting quality products and pioneering breakthrough innovations, and with its origins in the culture of writing, Montblanc’s brand values are driven by the belief that everyone can leave their mark on the world. Through its partnership with (RED), Montblanc raises awareness for the fight against HIV/AIDS, allowing people to make a difference by donating five euros (enough to provide more than 25 days of life-saving medication – with every purchase of a (MONTBLANC M)RED product. This financial help goes directly to the Global Fund to support HIV/AIDS programmes in sub-Saharan Africa. Since 2006, this has impacted more than 140 million people with lifesaving HIV/AIDS programmes, including prevention, treatment, counselling, HIV testing and care services.

Find out more at montblanc.com