This post was originally published on this site.
At just 22, Aimee Smale launched her clothing brand, Odd Muse, from her bedroom during the Covid-19 pandemic. What began as a personal project has since grown into a significant fashion business, becoming a $30 million brand with a one-million-strong Instagram following and retail spaces in London and New York.
Smale’s rapid rise as a young founder saw her named under the Forbes 30 Under 30 list in 2023, but she says the origins of Odd Muse can be traced back to a simple frustration with the fashion industry.
Speaking to TheIndustry.beauty, Smale explains that she felt there was a gap between trend-led fashion and true investment dressing.
“Everything was either disposable or completely inaccessible. I felt all that was being offered to younger women was the throw away fashion culture, we were being spoken to like we just needed an outfit for the weekend, no one was designing capsule pieces at a mid luxury price point,” she says.
This gap became the foundation for Odd Muse: creating elevated, timeless pieces at a more accessible price point. Smale believes the brand’s early growth came from addressing that genuine need in the market.
“I wanted to create a brand that felt elevated, intentional and timeless, but still wearable and relevant to everyday life,” she adds.
With limited resources at launch, Smale says her own belief in the idea and her story as a founder became a big part of Odd Muse’s identity.
“From the very beginning, I knew I had no marketing budget or real experience, but I had my story. I was a 22-year-old who genuinely believed I was onto something. I was willing to leave my job and invest everything I had into building it. That level of conviction naturally became part of the brand’s voice,” she reveals.
Since launch, Odd Muse has focused on creating wardrobe staples intended to last beyond a single season, from structured tailoring to versatile everyday pieces.
“It’s a more considered way of dressing and buying. Also, from a brand perspective, it builds trust. When customers invest in Odd Muse, they know it won’t feel irrelevant in three months and that’s incredibly powerful,” notes Smale.
Maintaining relevance while staying true to the brand’s core identity remains a key consideration. Rather than constantly reinventing, Smale says the business has focused on carefully expanding into new categories.
“One thing about Odd Muse is, we’re still so new to this! For example, we only just launched Knitwear in year four. I think bringing what our customers love about the brand into new categories and really taking our time category by category is one strategy,” she says.
This measured approach has allowed the brand to evolve while maintaining consistency.
“Our customer is slowly on this journey as we evolve into a legacy brand, I think that’s how we continue to keep it fresh and exciting. We take our time with everything we do, we don’t try and do it all at once and our customer comes with us,” shares Smale.
“Meanwhile, our core silhouettes stay consistent. Some styles that we have been running for the last three to four years continue to be 50% of our whole business. That’s what we’re trying to achieve when we’re designing, something that can be relevant and continue to sell. It just proves our mission.”
Beyond product, Smale credits community-building and strong storytelling as key parts of Odd Muse’s development. Remaining self-funded has also influenced how the company operates.
“We treat our audience like a community, not just customers. That means consistency, transparency, and bringing them into the journey – whether that’s product development, behind-the-scenes or brand decisions. It’s not just about selling; it’s about building a world people want to be part of,” she explains.
“I think the founder strategy I fell into helps. For years, not a lot of customers have been able to put a name to a face when it comes to established fashion brands. I’ll always proudly be ‘that odd muse girl’.”
From its beginnings online, Odd Muse has expanded into physical retail, with stores designed to strengthen the connection between customers and the brand. While digital remains a key driver of global growth, Smale says stores provide an opportunity for customers to experience the product in person.
“Our physical spaces allow customers to fully understand the product: fit, fabric, quality and that deepens trust. But also, an invite to experience the Odd Muse universe IRL,” she highlights.
“The two channels really complement each other: digital drives discovery and retail builds connection.”
The brand opened its Covent Garden store in 2023 following a successful pop-up, before expanding with a New Bond Street location in London. Smale says the two spaces serve different purposes: Covent Garden is more high-energy and community-focused, while New Bond Street reflects the brand’s ambitions in the luxury market.
“New Bond Street is a three-storey townhouse on London’s most prestigious shopping street, inviting our community off Oxford Street and onto a luxurious street they may not have previously been able to shop on regularly,” adds Smale.
The brand has also expanded internationally with its Mercer Street store in Soho, New York, which Smale describes as an important milestone for Odd Muse’s US growth.
“This was a huge step change for the brand, it heightened our credibility, and was huge for US growth. I’ve never seen a UK self-funded brand take a step like that before. I still pinch myself!,” Smale reveals.
Looking ahead, she says future retail expansion will be approached carefully, with a focus on locations where there is already a strong customer base.
“For us, retail isn’t about opening as many stores as possible, it’s about opening the right spaces that genuinely add to the brand,” she says.
Reflecting on her journey as a young female entrepreneur, Smale says some of her biggest lessons have centred around trusting her instincts, developing strong leadership skills and building resilience.
“My biggest learnings are probably to trust your instinct early and not wait for permission. Also, building the right team is everything. As you scale, your role changes completely – it becomes less about doing and more about leading,” she notes.
“And resilience. There’s always another challenge, but that’s part of building something meaningful. I always credit myself for how many times over the years where I have just got back up again. My failures have been my biggest lessons.”
For aspiring founders, Smale’s advice is to begin before everything feels perfect. “Start before you feel ready. You don’t need everything figured out – you just need a clear idea and the willingness to learn quickly,” she suggests.
“Also, focus on building something with depth. It’s easy to start a brand, but much harder to build one that lasts.”
As Odd Muse continues to grow, Smale’s ambition remains focused on creating a globally recognised fashion brand built around longevity.
“We want to continue expanding internationally, strengthen our core collections, and deepen the brand experience across every touchpoint – online, offline, and community,” she concludes.
“Ultimately, it’s about longevity. I want Odd Muse to be a brand that people come back to for years.”