Bride Armour: A Stitch of Awareness
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LifeLine partnered with Carling Black Label to create Bride Armour, a gown designed by award-winning designer Suzaan Heyns to raise awareness about intimate partner violence (IPV). Inspired by conversations with abuse survivors, the gown's every stitch and seam highlights the brutality of IPV, challenging viewers to confront the realities of violence. The campaign aimed to spark dialogue and encourage solidarity, using art to amplify the message of #NOEXCUSE. The project garnered 100,000+ views, demonstrating the power of creative storytelling to drive social change. The gown's raw, unfiltered design serves as a powerful visual testament to the need for empathy and action in the fight against IPV.
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Original write-up, full visuals, full context.
Published around:
May 8, 2023
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Added to Agency Inside:
March 25, 2026
