ABOUT

Using hundreds of real stories of abuse in marriage collated by Lifeline South Africa, we partnered with Suzaan Heyns, a renowned local fashion designer, and designed a "dress of armour" - the bridal gown we wish we never had to make.

At South Africa’s biggest social event – South African Fashion Week, we ‘hijacked’ the runway. With all the right press and influencers already in the room, our news took over, spreading quickly.

To reach the rest of the country in a meaningful way beyond headlines, the dress travelled South Africa, from malls to exhibitions and public debates. It also went into bars in gender-based-violence hotspot areas, surprising patrons and enforcing a new vow: to love, protect and never abuse. We printed this vow onto 10 million cans, putting them in the hands of those who can change the narrative.