It’s September in New York, and the city has once again become the epicentre of global fashion events. Fashion Week shows no mercy, and preparing a designer’s collection for the runway can feel like being swept into a whirlwind of chaos. This is especially true for up-and-coming designers. On Saturday, Dames, a brand founded in New York by Mary Katlyn O’Malley, held one of its first shows at The Ground, an indoor soccer arena in the Lower East Side.
Planning and executing a fashion show is no small feat, and Broke had the chance to see how Mary brought her core visions for the brand to life during the SS25 fashion week season by integrating safety, community and mental health. With over 1,500 RSVPs, anticipation for the event was high.
Dames’ collection showcased its dedication to blending streetwear with practical elements designed to empower wearers to feel safe and confident. The brand prides itself on enabling women to feel good about what they’re wearing without lingering fears of vulnerability. By merging street style with street sense, Mary and Dames aims to help women feel secure in their outfits.
The New York community came together in various ways for this show. Fashion and music often go hand-in-hand, so featuring a live performance by electronic artist Ilton was a natural choice for Mary. The DJs’ live sets created the tone for before, during, and after the runway show. When asked about her choice of venue, Mary highlighted that The Ground emphasises community and that its owners have supported and guided her throughout her journey.
The show’s aesthetic focused on empowering the modern woman with versatile pieces. From the mix of fabrics to the accessories and sharp silhouettes, Dames caters to those who want to stand out without over-complicating their outfit choices. The brand aims to put the wearer’s voice front and centre.
“I want people who wear my clothes to feel powerful, present, and strong,” Mary said. “Expressing myself is how I found my voice. I could choose my avatar and be whoever I wanted to be, uplifting myself through my clothes even when my thoughts told me otherwise. It helped me become the loudest voice in my head.”
Mental health awareness is also a priority for Mary and the Dames brand. The week of the show, Dames hosted a mass meditation at Gospël, a popular NYC nightclub. A huge part of fashion week is the nightlife scene that accompanies the shows. It was a bold concept to have a meditation session ahead of the fashion week mayhem. “Mental health is so important and when you are present and aware you are way more powerful.”
In an industry notoriously gruelling with questionable work-life balance, Mary ensures she meditates daily. “You can be the party girl who goes to gurus and stands on her head in the morning.” She embraces duality, which is why she hosts meditations at venues like clubs.
As Dames continues to evolve and lead with its purpose, it sets a new standard for how fashion can positively impact both individuals and the wider community. While fashion should ultimately make someone feel good about themselves, prioritizing a unique mission and value proposition can help a brand achieve this goal. Mary O’Malley aims to push Dames forward by continuing to focus on events that promote her mission.
“I believe safety, mental health support, and community are the most important. We are the collective.”
Photography by @conlan_thompson