Odd Muse Pop Up Launch

BGUK_2769280 - Odd Muse founder and creative director Aimee Smale greets customers at the Odd Muse pop up launch in Harvey Nicholls, Manchester. Aimee started the brand at 21 years old after working at ASOS straight from univeristy. As a young, low income adult Aimee realised the only option available to her was fast fashion, so she decided to launch her own brand during lockdown of 2020. The idea was to promote the science around ÒInvestment FashionÓ steering younger consumers toward quality basics and away from over consumption, simply buying better for the long run. Her line features classic dresses, jumpsuits and blazers which went viral on TikTok and are worn by numerous celebrities. In just three years Odd Muse's revenue has hit £5million, earning Aimee a place of Forbes 30 under 30 list.