Aimee Smale: The Visionary Behind Odd Muse and the Future of Affordable Luxury

In the rapidly shifting world of fashion, where trends rise and fade within weeks, one entrepreneur has managed to carve out a unique niche. Aimee Smale, the founder and creative director of Odd Muse, has become a name synonymous with accessible luxury, sustainable growth, and fashion with purpose. Recognised as part of Forbes’ prestigious 30 Under 30 list, she represents a new generation of leaders redefining what success looks like in the industry. This article explores her journey, from her early career beginnings to establishing one of the UK’s most exciting young fashion houses.

Early Life and Education of Aimee Smale

Aimee Smale’s Background

Born in April 1997 and raised in Essex, Aimee Smale developed an early appreciation for style, branding, and the emotional connection that clothing can create. She pursued her passion academically at Ravensbourne University London, where she studied Fashion Buying and Brand Management between 2015 and 2018. This formal training gave her the foundation she would later build upon when establishing her own label.

University Experience

At Ravensbourne, Aimee Smale honed the practical skills of retail buying, brand development, and business strategy. Unlike many who simply dream of creating a fashion brand, she approached her education as preparation for the challenges of entrepreneurship. Her studies instilled in her a commercial mindset, helping her understand both the creative and logistical sides of the fashion business.

Early Career: Learning at ASOS

Buyers Assistant at ASOS

After completing her degree, Aimee Smale entered the fashion industry as a Buyer’s Assistant at ASOS, one of the UK’s largest online retailers. From March 2019 to July 2020, she worked in London gaining first-hand experience in the fast-paced world of e-commerce. Here she sharpened her skills in retail buying, supply chain management, and understanding consumer behaviour at scale.

Key Lessons Learned

Her time at ASOS was invaluable, but it also highlighted the challenges of mass-market fashion. She recognised a gap between fast fashion, which dominated younger consumers’ wardrobes, and high-end luxury, which often felt financially inaccessible. This insight planted the seed that would later become Odd Muse.

Founding Odd Muse: A Leap of Faith

Inspiration During Lockdown

In 2020, during the UK lockdown, Aimee Smale made the bold decision to launch her own brand. Working initially from her bedroom, she began to design pieces that balanced quality with affordability. The concept was simple yet powerful: offer “investment pieces” at accessible prices, encouraging a younger audience to move away from disposable fashion.

The Birth of Odd Muse

Odd Muse officially launched in July 2020. With its innovative, belted designs and timeless aesthetic, the brand quickly resonated with customers seeking a slower, more considered approach to fashion. From the very beginning, Odd Muse presented itself not just as a clothing label, but as a lifestyle choice that valued longevity and quality over constant consumption.

The Philosophy of Odd Muse

Affordable Luxury for a New Generation

The core philosophy of Aimee Smale’s brand is “affordable luxury.” By producing select, versatile pieces designed to last, Odd Muse invites customers to build wardrobes with sustainable value. This approach contrasts sharply with the throwaway culture of fast fashion.

Social Media as a Growth Engine

From day one, Odd Muse leveraged the power of social media. Platforms like TikTok and Instagram allowed the brand to connect directly with its target audience. Aimee Smale’s authenticity and creative vision translated seamlessly online, fuelling the company’s rapid rise.

Achievements and Recognition

Forbes 30 Under 30

In recognition of her entrepreneurial success, Aimee Smale was named to Forbes’ 30 Under 30 list, a testament to her influence and innovation in fashion. This accolade positioned her as one of the UK’s most promising young business leaders.

London Fashion Week and Flagship Stores

Odd Muse made its debut at London Fashion Week in 2023, a milestone that established the brand within the global fashion calendar. The opening of its flagship store in Covent Garden further cemented Odd Muse’s place as a serious player in the industry. Reports also suggest expansion into international markets, including New York’s SoHo district.

Financial Success

By 2024, Odd Muse was generating over £22.5 million in annual turnover, with pre-tax profits exceeding £3 million. By 2025, estimates placed sales at around £25 million. What makes this particularly remarkable is that the company achieved such growth without outside investment, relying instead on reinvesting profits to scale organically.

Aimee Smale’s Leadership and Vision

Entrepreneurial Spirit

What sets Aimee Smale apart is her unwavering belief in slowing fashion down. She has consistently spoken about her mission to help younger shoppers, often drawn to low-cost fast fashion, invest instead in pieces with true long-term value. This reflects not just a business strategy, but a values-driven approach to entrepreneurship.

Creative Director and Leader

As both company director and creative director, Aimee Smale oversees every aspect of Odd Muse. From design and brand image to operations and expansion, she embodies the hands-on leadership style of modern entrepreneurs. Her dual role ensures that the brand’s creative and commercial visions remain aligned.

Challenges and Criticism

Like many emerging fashion entrepreneurs, Aimee Smale has faced criticism. Some commentators question the “luxury” label of Odd Muse due to its price point and sourcing strategies. Others view its branding as aspirational rather than genuinely sustainable. Nevertheless, her loyal customer base and rapid financial success suggest that Odd Muse continues to deliver what its audience values most: stylish, quality clothing that feels worth the investment.

Personal Life

While Aimee Smale is active on Instagram, sharing insights into her professional journey and brand updates, she has kept much of her personal life private. Reports occasionally link her with public appearances, but there is no verified information confirming marriage or a husband. Instead, her public identity remains closely tied to her entrepreneurial achievements.

Future Outlook

Expanding the Odd Muse Legacy

Looking ahead, Aimee Smale has ambitious plans for Odd Muse. With a proven digital strategy, strong brand identity, and growing physical presence, the company is poised for further international expansion. Given her track record, it is likely that Aimee Smale will continue to disrupt the fashion industry, redefining what affordable luxury means for the next generation.

Inspiring Future Entrepreneurs

Beyond her own brand, Aimee Smale’s story is a source of inspiration. She demonstrates that with vision, resilience, and digital savvy, it is possible to launch a global fashion business from a bedroom during lockdown. Her journey encourages young entrepreneurs, particularly women, to take risks and redefine industries traditionally dominated by older, established players.

Conclusion

Aimee Smale is more than just a name in fashion; she represents the future of conscious, accessible luxury. From her early days at Ravensbourne University and ASOS to building a multimillion-pound brand in just a few years, her journey is nothing short of remarkable. With Odd Muse continuing to expand globally, her influence in shaping the fashion industry is set to grow even further. In an era where fast fashion is increasingly scrutinised, Aimee Smale’s commitment to affordable yet enduring design ensures her legacy as a true pioneer of modern fashion.

NewsDipper.co.uk

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