The gown — informed by survivors' real stories of abuse — aims to be symbolic of the fact that one in three women are subject to violence and abuse from their intimate partners. These are men who they should least expect it from.
At the tavern, a model wearing the Bride Armour gown walked amongst patrons before an inter-active address by Zizipho Mtwesi and Craig Wilkinson from the Father A Nation organisation.
"The sad reality in South Africa is that many marriages end in tragedy. For many women, marriage is not a fairy tale. That's why we're here today — to talk openly and honestly about intimate partner violence. Women are more likely to be abused by their long-term partners than anyone else. Brothers, we can't let this continue," says Mtwesi.
In partnership with Carling Black Label, the Bride Armour gown is a collaboration between Lifeline South Africa, the country's largest gender-based violence (GBV) counselling centre, and one of the country's foremost bridal wear designers Suzaan Heyns.
The dress makes use of materials such as Kevlar and fireproof elements because the testimonies of the survivors tell of shootings, stabbings and being set on fire. All the stories of the survivors are hand-woven into the 50 meters of the train to symbolise that, while life moves on, the scars will follow these women for life.
"Carling Black Label is committed to changing behaviour and perceptions around GBV. The tragic reality is that intimate partner violence is the most prevalent kind of GBV," says Sanelisiwe Tshangana, brand manager at Carling Black Label.
"This a gown we wished we never had to make, but we hope it draws attention to marriage-based violence and will help bring about positive change," concludes Tshangana.
Partnering with change.org, South Africans are encouraged to sign a petition that will add a line to all vows in South Africa: 'I vow to love, protect and never abuse'.
The vow has been printed on Carling Black Label cans as a constant reminder of this commitment. With government and church support, the brand says that its intention is that the vow will be added to civil marriage ceremonies.
For more information, visit www.noexcusesa.com.