One in three women report experiencing intimate partner violence (IPV). 56% of female murder victims in South Africa were killed by their intimate partners.

The festive season (December)coincides with the wedding season (Nov – April); a time when couples are planning and executing their socially expressed commitments to each other.

November ends with the global#16DaysofActivism against gender-based violence. This gave the brand a high relevancewindow of opportunity to grab both men and women’s attention and reinforce the brand’s ongoing#NoExcuse message.

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. Crafted from materials like Kevlar, Tulle and Cast Iron, the beautiful gown could withstand fire,bullets, knives and beatings.

We then hijacked one of the most widely attended shows in South Africa - South Africa FashionWeek.

As the dress walked down the catwalk, a film played using real victims’ voices. Press and influencers were shocked – placing the dress in a space of huge talkability.

The dress then traveled across South Africa, into shopping malls, exhibitions spaces and public debates.

It went to bars in areas where wife-violence was its most prevalent. Men were educated and asked to take a new vow: to love, protect and never abuse.