The Russian manufacturer of the AK-47 assault rifle has unveiled a new look for its guns, as well as a new logo, at a glitzy event in Moscow.
The company is also branching out into fashion, launching a line of branded survival gear.
The firm, which relies heavily on the export market, is among the targets of Western sanctions imposed over Russia's role in the Ukraine conflict.
The Kalashnikov, or AK-47, is one of the world's most recognisable weapons.
The gun is relatively cheap as well as easy to manufacture and maintain, contributing to its popularity with guerrilla forces and national armies in Asia and Africa.
It is thought that more than 100 million Kalashnikov rifles have been sold worldwide. The inventor of the rifle, Soviet Lt-Gen Mikhail Kalashnikov, died last year.