1 Million Muses Know The Secret

1 Million Muses Know The Secret

Here are 10 monumental moments that shaped Odd Muse. Every moment has been built with you, and we just want to say thanks a million!

Did you know, if every Odd Muse follower queued outside the store, the line would start in London and stretch beyond Paris? This week, our instagram community reached 1 million followers. A milestone that’s had us reflecting on how huge 1 Million actually is, and how we got here.

Every launch, every queue around the block, every sold-out style and every “where’s your dress from?” moment has been built with you.

2020: "Mum, I'm going to quit my job and launch my own brand." - Aimee Smale.

September 2020 marks the launch of Odd Muse, introducing the signature cinch and our very first product: Blazer in Camel. For any OG’s who have been here a while, you’ll know she used to be called ‘The Ultimate Muse Blazer’ - and she really is! Owner Aimee credits Influencer: @lorna for Odd Muse’s early growth and says it is “a vital part of our story… she purchased the blazer for her trip to Paris and I could not believe my luck when she posted it on Instagram.”

2022: The Ultimate Muse Pearl Dress

In December 2022, we launched our Pearl Dress - at the time, we had less than 100,000 Muses following our Instagram Account and it went wild - especially among our US Muses. Skip forward to April 2024, we launched the Pearl Dress Renaissance. “I want 50 Muses wearing the pearl dress, walking around the city. Are you with me?” - Aimee Smale. We shot the Pearl Dress Renaissance campaign with 50 of our customers and it was one of our all time favourite shoots!  

 

2023: Introducing To You Odd Muse... IRL

In March 2023, we took a big step for Odd Muse with our first ever pop up shop in Central London. It was a big leap into the real world for the brand. As Aimee’s partner later shared on a podcast, it was a “scary moment, the space was massive,” but Aimee had already seen what it could become and made it happen anyway. 

2023: That Time We Went Viral To A Taylor Swift Song

"Paris” by Taylor Swift is played in the Odd Muse office weekly. Our Resort 2023 collection really put us on the map, 1. because you made this Tik Tok go viral with millions of views. And, 2. This collection was entirely made up of Mini Dresses - an offering we have become known for. Did you know our most famous Cap Sleeve Mini Dress launched as part of Resort ‘23?

2024: The Queue That Had Central London Security Flapping

This Sample Sale took us by complete surprise! Seeing 100-200 Muses queuing would have floored us - so you can imagine our team's shock when over 2,000 Muses arrived at the event and we were, honestly, not ready for this level of chaos. It’s an event that still comes up regularly in the office and will forever be part of Odd Muse lore.

2024: The Summer Of '24

There was a time… Euro Summer was in full swing and the growth Odd Muse saw this summer is unimaginable. Postcards From Provence, Notes From Nice, Captured In Cannes - our Resort 2024 collection was made up of 3 parts - and the Muses went wild. Seriously. Wild. Think trying to get concert tickets wild. 

It may have been 9am in London when we launched, but it was also 4am in New York, 10am in Paris, 7pm in Sydney - and we’re convinced every Muse and their families set their alarms and were online with us. Long story short, everything sold out - and Odd Muse was spotted everywhere that summer.

2024: The UK's Biggest Influencer Wore Odd Muse To The World's Biggest Tennis Event

The Odd Muse office quite literally came to a standstill the day Molly Mae was spotted in our Collar Maxi Dress. Another iconic piece that launched with Resort and quickly became part of Odd Muse Core. Hundreds of messages, 88% increase in traffic to our site, over 200 units sold, and the dress went on to pre order. So in case you were wondering, the Molly Mae effect is definitely real. 

2024-2025: Hello New York

Hopped off the plane at… JFK. Odd Muse IRL touched down in NYC in November 2024 with our very first international Pop Up. Our founder Aimee Smale later said, “I low key knew we were never going to get rid of this beautiful store,” and she was right. The space quickly became a permanent home for the brand in NYC.

Visit us at: 55 Mercer Street, Soho, NYC.

2025: Get In Muses, We're Going Shopping

For NYFW 2025, Odd Muse hosted a special event alongside Bentley Motors. Surrounded by industry talent, NY press and the New York Muses who have been supporting us from day one, the evening was designed to celebrate the people behind the journey. A true pinch me moment for the Aimee and the Odd Muse team.

2025: Do You Want The House Tour?

October 2025 was a busy one. We brought to you the Odd Muse Townhouse, our most elevated shopping experience yet, located in one of London’s most iconic shopping destinations. With multiple floors and personalised shopping experiences available, it marked a new chapter for Odd Muse in the heart of London.

2026: 1 MillIon Muses And Counting

Odd Muse is nearly 6 years old and this week, our Instagram Account hit 1 Million Followers. 

It goes without saying, we wouldn’t be here without our community of Muses and we just want to say Thanks A Million!

Safe to say, we’ve become one very well dressed community. 
1 Million Muses Know The Secret

1 Million Muses Know The Secret

Did you know, if every Odd Muse follower queued outside the store, the line would start in London and stretch beyond Paris? This week, our instagram community reached 1 million followers. A milestone that’s had us reflecting on how huge 1 Million actually is, and how we got here.

Every launch, every queue around the block, every sold-out style and every “where’s your dress from?” moment has been built with you.

2020: "Mum, I'm going to quit my job and launch my own brand." - Aimee Smale.

September 2020 marks the launch of Odd Muse, introducing the signature cinch and our very first product: Blazer in Camel. For any OG’s who have been here a while, you’ll know she used to be called ‘The Ultimate Muse Blazer’ - and she really is! Owner Aimee credits Influencer: @lorna for Odd Muse’s early growth and says it is “a vital part of our story… she purchased the blazer for her trip to Paris and I could not believe my luck when she posted it on Instagram.”

2022: The Ultimate Muse Pearl Dress

In December 2022, we launched our Pearl Dress - at the time, we had less than 100,000 Muses following our Instagram Account and it went wild - especially among our US Muses. Skip forward to April 2024, we launched the Pearl Dress Renaissance. “I want 50 Muses wearing the pearl dress, walking around the city. Are you with me?” - Aimee Smale. We shot the Pearl Dress Renaissance campaign with 50 of our customers and it was one of our all time favourite shoots!  

 

2023: Introducing To You Odd Muse... IRL

In March 2023, we took a big step for Odd Muse with our first ever pop up shop in Central London. It was a big leap into the real world for the brand. As Aimee’s partner later shared on a podcast, it was a “scary moment, the space was massive,” but Aimee had already seen what it could become and made it happen anyway. 

2023: That Time We Went Viral To A Taylor Swift Song

"Paris” by Taylor Swift is played in the Odd Muse office weekly. Our Resort 2023 collection really put us on the map, 1. because you made this Tik Tok go viral with millions of views. And, 2. This collection was entirely made up of Mini Dresses - an offering we have become known for. Did you know our most famous Cap Sleeve Mini Dress launched as part of Resort ‘23?

2024: The Queue That Had Central London Security Flapping

This Sample Sale took us by complete surprise! Seeing 100-200 Muses queuing would have floored us - so you can imagine our team's shock when over 2,000 Muses arrived at the event and we were, honestly, not ready for this level of chaos. It’s an event that still comes up regularly in the office and will forever be part of Odd Muse lore.

2024: The Summer Of '24

There was a time… Euro Summer was in full swing and the growth Odd Muse saw this summer is unimaginable. Postcards From Provence, Notes From Nice, Captured In Cannes - our Resort 2024 collection was made up of 3 parts - and the Muses went wild. Seriously. Wild. Think trying to get concert tickets wild. 

It may have been 9am in London when we launched, but it was also 4am in New York, 10am in Paris, 7pm in Sydney - and we’re convinced every Muse and their families set their alarms and were online with us. Long story short, everything sold out - and Odd Muse was spotted everywhere that summer.

2024: The UK's Biggest Influencer Wore Odd Muse To The World's Biggest Tennis Event

The Odd Muse office quite literally came to a standstill the day Molly Mae was spotted in our Collar Maxi Dress. Another iconic piece that launched with Resort and quickly became part of Odd Muse Core. Hundreds of messages, 88% increase in traffic to our site, over 200 units sold, and the dress went on to pre order. So in case you were wondering, the Molly Mae effect is definitely real. 

2024-2025: Hello New York

Hopped off the plane at… JFK. Odd Muse IRL touched down in NYC in November 2024 with our very first international Pop Up. Our founder Aimee Smale later said, “I low key knew we were never going to get rid of this beautiful store,” and she was right. The space quickly became a permanent home for the brand in NYC.

Visit us at: 55 Mercer Street, Soho, NYC.

2025: Get In Muses, We're Going Shopping

For NYFW 2025, Odd Muse hosted a special event alongside Bentley Motors. Surrounded by industry talent, NY press and the New York Muses who have been supporting us from day one, the evening was designed to celebrate the people behind the journey. A true pinch me moment for the Aimee and the Odd Muse team.

2025: Do You Want The House Tour?

October 2025 was a busy one. We brought to you the Odd Muse Townhouse, our most elevated shopping experience yet, located in one of London’s most iconic shopping destinations. With multiple floors and personalised shopping experiences available, it marked a new chapter for Odd Muse in the heart of London.

2026: 1 MillIon Muses And Counting

Odd Muse is nearly 6 years old and this week, our Instagram Account hit 1 Million Followers. 

It goes without saying, we wouldn’t be here without our community of Muses and we just want to say Thanks A Million!

Safe to say, we’ve become one very well dressed community.