IYKYK, the iconic Odd Muse has us all in a chokehold, this clothing brand is making waves in the fashion industry. 

Chances are, you’ve already seen this incredible brand all over your feed. Our favourite Instagram girlies, Molly-Mae, Alexandra Ibrahim, and Rabeb Jallali, rock Odd Muse on their gram religiously. 

Since launching in 2020, Aimee Smale has gained much attention for her impressive, timeless, and classic designs for young women looking to build a sustainable capsule wardrobe (which has now officially launched in the region!!).

So how did this incredible young, Gen Z girl boss do it? Aimee filled us in on all the deets of her success story, from quitting her job to starting a business during lockdown and Odd Muse’s recent launch in the Middle East.

ahlan: You’re super young and built such a successful brand. Tell us about how you launched Odd Muse.

Aimee: Odd Muse was started during COVID-19; it was more of a passion project. I would sketch designs on my commute to work. It wasn’t until I was in lockdown and not enjoying my job at ASOS anymore that I decided to try it on my own. I weighed the risk and thought, if this doesn’t work, I can always return and get another job. I was 22 years old, living with my parents, and I felt like now was the best time to leap of faith.

I started by sending emails and building a relationship with a manufacturer in China. She was the same age as me and had started her business at the same time, so we’ve really grown together. The only time I was able to meet her in person was this year, which is crazy.

ahlan: So you transitioned from a corporate job to launch your own business. Did your experience at ASOS have a significant impact on your skillset?

Aimee: My experience working in buying at ASOS was so valuable. I had a good knowledge of how much things should cost, where they were coming from, and how to import to different countries and warehouses. I wasn’t confident in my marketing skills or my ability to run a business, but I knew my products was amazing, and I had to share it with the world.

ahlan: Odd Muse went viral on socials pretty quickly. How did you maintain the momentum? 

Aimee: It was a little bit of everything. To be totally honest, I started gaining a lot of traction online simply by sharing my story. I had posted on my social media that I was quitting my job to pursue my passion, and people really resonated with that. At that point, our blazers became really popular, and quite quickly, we were copied by fast fashion brands.

Someone suggested I post about it on Twitter, so I called out the brand for copying my design, and that post went viral. We sold out almost immediately. Around the same time, a major influencer in the UK, organically posted about purchasing the blazer and her post sent our website into a frenzy.

From the very beginning, we’ve prioritised working with influencers organically—those who genuinely love the product. I think that’s why there’s so much love for Odd Muse. We don’t rely heavily on marketing; people just love the product, and we’re having a lot of fun with it.

ahlan: As a founder, how have you managed to stay involved in your business while also learning to delegate responsibilities?

Aimee: For us, our strategy focuses on using social media to create awareness rather than relying on paid ads. And sespite some fluctuations in social media engagement, it doesn’t usually impact our sales a lot. We look at engagement and community building just as equally important as revenue growth.

We also track every video with specific links to analyse performance and to predict our growth. Currently, we’re seeing a weekly growth rate of about 4% on Instagram and are on track to reach one million followers by October. TikTok on the other hand serves as a major brand awareness tool, to drive conversations and lead followers to our Instagram, where they usually make the purchase.

@oddmuselondon Shes just got to wear Odd Muse now @Hailey Bieber #oddmuse #oddmuselondon #luxury #fashion #newyork #haileybieber #haileybeiberstyle #rhode ♬ long way 2 go – vitória

ahlan: So you’ve finally launched in the Middle East! What inspired your decision to expand Odd Muse into Dubai, and what strategies are you implementing for this new market?

Aimee: Yes! My initial plan to open a store in Dubai didn’t work out from an investment point of view. We’ve changed our strategy to focus on e-commerce and growing the brand through social media. But we’re still planning other ways to interact with customers in the Middle East, as we see a lot of potential there. Odd Muse fits the region well because of its focus on neutral colours and really timeless pieces, which resonate with local tastes.

Even in our London store, we often meet people from Dubai, Saudi Arabia, and Kuwait who are surprised to learn that we’re available online in the Middle East.

In the Middle East, I’m aiming for a more understated luxury approach. I want to introduce modest products, occasion wear, and exclusive pieces like Odd Muse Luxe. We’re trying to balance this new direction without alienating our existing brand identity. I have high hopes for the second half of the year.

I’m also in the process of organising a focus group to design a modest, exclusive line for our Middle Eastern market. Although I’m well-known for designing mini dresses in recent years, I’m super excited about this new journey.

And there you have it! Aimee Smale is not just a young entrepreneur; she’s a trailblazer shaking up the fashion scene with her brand Odd Muse. Her unique vision and approach prove that style and substance can go hand in hand. As she expands into the Middle East, we can’t wait to see how she redefines fashion for a new generation.

Keep an eye on this girl boss—big things are coming! Check out Odd Muse’s recent collection here.