Meet the Mag - Dàme

  • 6 min read
Dàme is an independent magazine entirely focused on women's bodies. We were drawn to their stall at a IndieCon in Hamburg last September by its back covers asking in bold letters..."How do you feel about your belly?" and "How do you feel about your legs?" Well, as a woman, I've had quite a few thoughts about my legs and belly over the years so I was immediately intrigued!

Fully bilingual, with every feature written in both Italian and English, Dàme is a refreshing read that examines how we feel about ourselves. Women's magazines and lifestyle websites tend to tell you what you need to do to improve your arms/hair/weight/belly (delete as appropriate) but Dàme rejects this and instead features women speaking honestly about their bodies and the social, cultural and historical contexts that have shaped our experience. We sat down with editor and co-founder, Sara Augugliaro to talk about this exciting new mag.

Hello Sara! Can you tell us a bit about your background? How did you get into magazine publishing?
I'm 25 years old, from a small town near Bologna with just 2,000 inhabitants. I moved to California as an exchange student at 17, then to London to study BA (Hons) Fashion Journalism. Dàme started as my graduation project at university. Each issue is dedicated to a specific part of the body. Once a publisher in Italy discovered it, they wanted to print it. Thus, issue 01 hit the market with many appreciative messages and soon sold out, prompting us to continue the project.

Who’s is the team behind the magazine and how did you come together?
Dàme was founded by my brother Andrea and me. Our collaborative effort reflects a unique blend of my expertise in fashion journalism and public relations, and Andrea's skills in graphic design and media. He is 23 and graduated from IED in Milan. This combination has been crucial in shaping the magazine's aesthetic and editorial direction.
I always love to share our story because we started with no experience, funding, or financial support—just two creatives passionately continuing a project alongside their full-time jobs.
What a lovely thing to be able to do with your sibling! So it came from your graduation project. Was there a moment or something in particular that sparked the idea?
It’s a bit of a continuous thread that began during my second year at university. I conducted a study on Instagram filters to understand the motivations and objectives that drive people to alter their images on social media. Then, in my third year, I thought the best culmination of my studies would be to create a magazine for my thesis that continued exploring women's bodies.
Thanks to my educational journey in the United States and London, I recognized the intense pressure in Italy to conform to often unrealistic beauty ideals, more pronounced than abroad. I realized how much the Italian scene lacked an authentic and inclusive publication that represented women's bodies as they are, without resorting to Photoshop, addressing often overlooked taboo topics in traditional media.
Growing up, I never came across articles saying it was okay for women to have a belly; instead, I found numerous articles on slimming exercises, miraculous detox teas, and advice on what to wear to hide so-called flaws. This certainly contributes to the pervasive idea that something is wrong with us and that we need to be physically perfect to be valued as individuals.
Contrarily, Dàme was created to focus on its community, featuring images of ordinary women, their stories—positive or negative—related to the body, narrated with a direct and honest voice.
I bet you’ve had some lovely feedback from readers?
Dàme's approach to discussing topics like body image in a non-prescriptive, introspective way has resonated well with its audience. The magazine focuses on everyday experiences and feelings about one's body, without promoting self-improvement narratives, which has been refreshing for many readers. This authentic and inclusive discussion contributes to positive feedback and reader engagement. We receive daily DMs from people thanking us because our magazine makes them feel better and more confident; they feel represented, seen, and understood.
What’s your favourite thing you’ve discovered or favourite bit of wisdom from making the first three issues?
We receive daily DMs from people thanking us because our magazine makes them feel better and more confident; they feel represented, seen, and understood. 
It's incredibly rewarding to see how this focus on authenticity and inclusivity has encouraged our readers to engage more deeply with their own stories and with each other, promoting a healthier, more accepting view of body diversity. This journey has reinforced my belief that when media takes the responsibility to represent all bodies and stories genuinely, it can lead to meaningful change and empowerment.
Engaging with our readers and seeing the impact of our work has been incredibly fulfilling. Additionally, working on Dàme has allowed me the opportunity to connect with a variety of creatives from different fields. Each collaboration not only enriches our magazine with diverse perspectives and talents but also fosters a network of relationships that extend beyond professional boundaries into genuine friendships.
Moreover, this process has taught me the importance of resilience. Running a small business is both tiring and challenging, and there have been moments of doubt and discouragement. However, seeing the positive impact our work has on others, and the support we've built within our creative community, continually motivates me to push forward. It's these lessons in perseverance and the collaborative spirit that are truly invaluable to both our magazine's success and to my own journey in publishing.
You’ve done belly, legs, hair and hair. Do you know what you’re going to explore next? And what will you do when/if you run out of body parts?
 Throughout the first three issues of Dàme, we explored various aspects of women's bodies—starting with the tummy, then legs, and finally hair. Each theme allowed us to delve into different cultural, social, and personal narratives, providing a broader understanding of how body parts are perceived and the emotional impact they carry. This exploration has been enlightening, uncovering deep-seated feelings and societal influences surrounding different body parts.
We’ll be exploring the theme of skin in our upcoming issue—the open call has been up and running and has already received interesting submissions. It’s an annual publication, so I don’t think we’ll run out of parts any time soon. Anyway, there’s so much we could address in relation to the body; for instance, I don’t exclude dedicating an issue entirely to mental health.
Finally, we ask everyone this, in this day and age, why make a print magazine
In an era dominated by fleeting online content and misinformation, Dàme's choice to publish in print form is a deliberate effort to create a tangible, credible source that stands out for its quality and reliability.
The print format allows for deeper engagement with the material, encouraging readers to reflect on the content at a more thoughtful pace. This choice aligns with the magazine's commitment to creating a lasting impact on its readers, providing a space for genuine discussion and connection. We are constantly under pressure to look and be a certain way to be accepted and appreciated; we perpetually feel dissatisfied with our physical appearance and aspire to an unrealistic standard of perfection.
Communicating a message of acceptance, diversity, and inclusion through journalism and publishing is crucial, as media significantly influence how we perceive ourselves and others. Traditional media often perpetuate unrealistic beauty ideals. Through independent journalism and publishing, like with Dàme, it's possible to dismantle these stereotypes and promote an authentic representation of all body types, contributing to a more inclusive and respectful society.
The project is in print because it serves as a slow read that must be savored, enjoyed, and understood. Amid the fake news on the web, Dàme aims to be an authoritative figure and a reference point for these issues. However, Dàme is not only an inclusive magazine but also a platform, a safe place, a community, a source of inspiration, and comfort. This editorial project stems from the idea that there is a subjective perception of one's inadequacy compared to standards and conventions imposed by society and others; it's a means to raise awareness among readers about women's vision and their shapes.

Thanks so much Sara. We've loved issue 3 and will very much look forward to the Skin issue. 


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