CARLING BLACK LABEL - BRIDE ARMOUR

For every 1 in 3 women in South Africa , the fairy-tale of marriage quickly turns into a nightmare.
The goal for this campaign was to re-write wedding vows to acknowledge the promise to never harm your partner. A commitment that all South-Africans can make to oppose domestic violence.

This is the story of a bride getting dressed for her wedding, that should symbolise purity, innocence, long life and happiness.

The Production Design in this piece is centred around the Wedding DRESS.
Some cultures in South Africa have both an ethnic and traditional wedding ceremony. The Ethnic wedding dress has patterns and colours of that ethnic group and often held near the area where the family comes from. This is followed by a more urban traditional wedding which features the classic white wedding gown.
In all cases, the wedding DRESS symbolises purity, innocence, long life and happiness, but unfortunately 1 in 3 women in a long-term relationship or marriage encounter domestic abuse.
For this piece, a dress was designed in collaboration with a top SA fashion designer. The dress was designed specifically to illustrate what a victim would need to protect herself from the various forms of abuse IE: stab wounds burning, being shot, punched and kicked.