Coinciding with the opening of the 2014 International AIDS Conference on 20 July, the Italian brand Cruciani C—responsible for the renowned macramè bracelets—released a special edition red ribbon bracelet.

Sold by Cruciani C in their stores worldwide and through their online shop, part of the proceeds will be donated by Cruciani to UNAIDS.

Numerous celebrities have already joined in and are wearing the bracelet, including Victoria and David Beckham and UNAIDS Goodwill Ambassadors Princess Stephanie of Monaco, Paris Saint-Germain player David Luiz and Roma forward Gervinho.