The mastermind of Mary Outram
Local style influencer Mary Outram is the picture of positivity, always in an exquisitely styled outfit. She shares her story over a just as on-brand matcha latte with Metropol Deputy Editor Nina Tucker.
Mary influences all those she meets, whether to put a gorgeous garment at the top of your wishlist or a smile across your face. The best part of that influence is that it’s entirely organic, a feeling of falling in love with the clothes she shares with her community. She’s one of the masterminds behind our local fashion industry, shifting and shaping it into a space where bright and bold are welcomed – whether in colour or confidence. “I see myself as a storyteller through fashion. It’s not just about showcasing clothes, but inspiring others to express their individuality,” Mary says. To over 20,000 people on Instagram and TikTok, she shares her artistic vision through clothing, beauty, homewares, travel, and daily positives. 
She compares curating an outfit with creating art. “A great garment is like a second skin,” she shares. A mood-changer, that conjures self-confidence, “fashion is more than just fabric”. Mary starts with a mood for the day, business or casual? Textures, colours, and unexpected elements come next. “It’s about balance – pairing something structured with something relaxed, or something bold with something neutral. Most importantly, it has to feel like me,” she explains.
While she does have the wardrobe that makes getting dressed a dream, Mary is surprisingly intentional in her purchase process. “If something doesn’t make me say ‘hell yes’ right away, then it’s a hard no.” She considers quality and versatility, if the garment is an investment or a wardrobe staple, and vintage is always “on her radar. I love a piece that comes with a story.”
That sartorial edge runs in the family. Mary’s mother Susie is an exceptional seamstress and would annually design and craft a dress for Mary to wear on her birthday in earlier years. “Growing up, we didn’t always have the luxury of buying new clothes, but she made sure that didn’t stop me from expressing myself through fashion.” It was in these moments Mary found that fashion “is not about the label but about creativity and personal expression.” When Mary eloped to Hvar, Croatia in 2023, the pair collaborated to design her dream dress, incorporating special elements to still achieve something old, new, borrowed, and blue. “It was like coming full circle, from those childhood dresses to my wedding day.”
Before she was her own brand, Mary had two e-commerce businesses that fostered her joy in sharing online and creating a community, Borrowed By Mary, a clothing rental business, and By Mary, for printed tees and accessories. Engagement on her platforms blossomed into new opportunities, partnerships with brands like L’Oréal, and projects such as Let’s Chat, a visual diary to getting dressed, filled with styling hacks. Inclusion in FashioNZ’s Creator’s Power List 2023 was another “nice pat on the back,” Mary adds. Her content is always a fun time, “I love staying positive because good energy is infectious.” Now, the content is considered, and Mary will only choose to work with brands that align with her. “It’s a responsibility.”
Not just to her audience, Mary has a responsibility to herself. To separate her personal life from her public persona, without losing authenticity. “My platform is ultimately to inspire fashion choices,” Mary says, avoiding sharing too much of her friends and family. So she sets boundaries, “It’s about finding that balance where I can share what feels right without compromising the privacy of those close to me.”
In a five to six-day workweek, Mary weaves content creation, strategic planning, managing marketing clients, and filming for personal ventures. An income in content creation is never guaranteed, so she finds it key to remain involved in other opportunities. Like many creatives, the ideas flood in at night. “I wake up to the thought of a new idea. I can’t sleep and it takes over my mind. I obsess over making it a reality,” Mary reflects. A knack for filling a void with opportunity as if she knows what her audience needs before they do.
Through all that, it’s hard to sum Mary up under just one occupation. For now, she sums it up with her LinkedIn job title: Fashion/Beauty Digital Creator & Freelance Marketing Consultant. “I say ‘for now’ because a huge part of my working time is also dedicated to my new business project, which I’m incredibly excited about and will launch in a few months,” Mary shares. Her dream for it is inspiration, and expansion: into new regions and countries, cultivating a community, and running social events.
“I’m motivated for what I do, but also by knowing when to take time to recharge so I don’t burn out,” Mary admits, finding solace in pilates, a massage, or a long, hot bath. “Bliss,” she says. When she needs it most, it’s her group of 12 best friends she calls on. Each fuels her differently. “Some are super ambitious and drive me to be better, some make me laugh until I fall over, and others are always there with unwavering support.” Mary laughs that eloping turned out to be a financially savvy decision, because who can afford 12 bridesmaids?
