Donegal designer Hollie Marie Gallagher is getting ready to make a bold statement at her first full collection showcase at Dublin Independent Fashion Week, with a spellbinding outfit for Siobhán McSweeney on The Traitors among her latest creations.
Hollie Marie, from Dromore in Killygordan, has unveiled the latest design of her luxury label ‘Dare to Howl’ – an outfit for actress and presenter Siobhán McSweeney to wear on season two of The Traitors.
A sneak preview of the avant‑garde sculptural look can be seen on the cover of the RTÉ Guide this week.
Siobhán’s look is made entirely from Magee of Donegal tweed and deadstock taffeta.
Siobhán McSweeney, wearing Dare to Howl on the cover of the RTE Guide, styled by Anne O’Shea. Image: RTE
Hollie Marie, a graduate of the ATU Donegal Fashion with Promotion programme, was named one of The Irish Times’ 50 to Watch for 2026 and her sustainable designs have been worn by stars such as Laura Whitmore.
She returns to Dublin Independent Fashion Week with her own event, titled The Howl Generation, on Friday, 11th September 2026.
The invite-only show in the atmospheric vaults of EPIC The Irish Emigration Museum will combine bold fashion with a wider message about identity, acceptance and mental health.
Hollie Marie describes ‘The Howl Generation’ as a powerful exploration of identity, individuality and the freedom to exist without judgement.
“The Howl Generation is defined not by race, sexuality, background or convention, but by a shared belief in kindness, fairness, resilience and positive change,” she said.
“It is a generation that looks to the past not to repeat it, but to learn from it, challenge it and create something better.
“Expect a powerful, thought-provoking evening of contrasting emotions, bold expression and unapologetic individuality.”
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Dare to Howl will be joined by guest speakers from Jigsaw – The National Centre for Youth Mental Health and ShareJoy – Sharing the joy of preloved fashion to support mental health and suicide prevention. Two very different charities, but both sharing the same goal: to spread awareness and encourage conversation around mental health.
Dare to Howl is bringing Donegal to Dublin Independent Fashion Week
Dare to Howl has never been a brand that focuses solely on fashion.
Founder Hollie Marie wants the brand to be as much about community as creation. Inspired by Allen Ginsberg’s poem Howl, she feels its famous opening line could have been written today: “I saw the best minds of my generation destroyed by madness.”
She sees the madness of those who speak about difference but refuse to accept it.
Dare to Howl founder Hollie Marie Gallagher at ATU’s fashion showcase in May, where she returned as one of three alumni presenting their designs. Photo: Clive Wasson
“The common ground for all of us is our mental health,” said Hollie Marie.
“Good or bad, it shapes our days and our lives.
“Dare to Howl wants to use its platform to raise awareness and challenge the stigma surrounding mental health, honouring those who didn’t make it on the journey and supporting those who are still finding their way.”
As part of its Dublin Independent Fashion Week showcase, Dare to Howl wants to bring a piece of Donegal to Dublin.
If you are a Donegal artisan food or drinks brand, artist or creative who can say the same and would like to be part of this exclusive event, please reach out to hollie@daretohowl.com.