About Odd Muse
There’s a version of you who was always meant to be timeless.
Our story
It started in a bedroom in London.
Odd Muse began in a bedroom in London six years ago, when our founder, Aimee Smale, couldn't find what she was looking for.
At twenty-two, Aimee wasn't short on style; she was short on options. The market seemed to offer two choices: fast, forgettable pieces made for a single season, or luxury that asked her to pay for a name rather than a garment. Neither felt attainable. Neither felt like her.
So we began by making the clothes she couldn't find:
Sharp tailoring that doesn't feel stiff.
Fabrics with enough weight to hold their shape.
Pieces cut for a body that moves through a real day, not just a lookbook.
There were no investors and no safety net - only a clear idea of what good clothing should feel like, and the patience to build it properly.
Six years on, we ship worldwide and have opened stores on New Bond Street in London and in SoHo, New York. We remain entirely self-funded, without a single outside pound - not because that was the plan, but because women kept choosing us, wearing our pieces, telling their friends and returning for what came next.
I wasn't trying to build a big brand. I was trying to build clothes I'd still love in five years.
Founder & Creative Director, Aimee Smale
Six years in the making
(01.)
2025, New Bond Street, London
(02.)
2024, SoHo, New York
(03.)
2023, Covent Garden
(04.)
2023, First campaign
(05.)
2022, The Lorna Luxe Effect
(06.)
2021, First collection
(07.)
2020, London
As recognised by
(01.)
2025
(02.)
2022
(03.)
2021
(04.)
2021
(05.)
2024
(06.)
2023
(07.)
2025
(08.)
2023
(09.)
2024
(10.)
2024
(11.)
2026
(12.)
2023
(13.)
Our factory
As we have grown, we have grown together.
From the beginning, Aimee's relationship with our manufacturing partner has been central to the way we work.
They took a chance on one another when both of their businesses were only just beginning. Aimee was learning what it meant to work closely with a factory; her manufacturing partner was learning what it meant to grow alongside a young, founder-led brand. They shared their knowledge openly, challenged each other and learned together - from construction and production to trust, communication and the patience required to make something properly.
At the heart of that relationship are two women with the same passion: to build businesses of their own in an industry where the odds were not always in their favour. What began as a leap of faith has grown into a long-term partnership, shaped by mutual respect and a shared belief that ambition and care can coexist.
As we have grown, we have grown together.
From Vision to Signature
(01.)
The Sketch
Where every Odd Muse piece begins: with an idea, a sketch and a clear sense of how it should make her feel.
(02.)
Made Together
A shared process of sampling, fitting and refining - shaped by years of trust, experience and honest collaboration.
(03.)
The Signature
The finished piece: considered in every detail, perfected in its fit and unmistakably Odd Muse.
Our Manufacturing Partners
Our factory
Our Knitwear Supplier
Our impact
Designed to matter beyond the moment.
£12,000
For the next woman with an idea worth backing.
The Odd Muse Founder Fund is a £12,000 grant awarded to one emerging female founder to support the launch or growth of her business.
Founded by Aimee Smale, the initiative reflects the reality behind building Odd Muse: the resilience, risk taking and self belief required when success is far from guaranteed. It exists to back women at the stage when belief matters, and when practical financial support can change what happens next.
Apply for the Founder Fund
Eligibility
- Minimum 2,000 followers across social platforms
- An active business account rather than a personal only profile
- Consistent business related posting for at least six months
Applicants will submit
- Founder name and age
- Business name and current stage
- Website and social handles
- Current monthly revenue, where applicable
- How the £12,000 would be used
- A 500 word personal statement answering: why does this business matter, and why now
- An optional one minute video submission
Selection panel
Aimee Smale. One external female founder. One business advisor. One Odd Muse senior leader.
2026 applications are now closed. 2027 applications coming soon.
The first founder
To be announced.
Our impact so far
Clothing Donations
We regularly donate excess clothing and samples to organisations including Smart Works, Teens Unite, The King’s Trust and local charities. Through these donations, we aim to extend the life of our pieces while supporting people and communities who can benefit from them most.
VARIOUS CHARITIES
Six Months to the Ballroom
For six months, our team member Sophie trained in Latin and ballroom dance before taking to the floor at the Teens Unite Strictly Ball - all in support of young people living with and beyond cancer.
We were incredibly proud to support Sophie’s dedication and the charity’s work by purchasing two tables at the event, joining the fundraising efforts and helping to raise money for Teens Unite.
TEENS UNITE
The Runway Collection
To mark the launch of our 2023 Runway Collection, we donated a portion of launch-day proceeds directly to Teens Unite.
Fashion Week gave us an opportunity to use the attention surrounding the collection for something more. Alongside donation QR codes included in every show programme, the limited-edition collection allowed our wider community to contribute simply by shopping or sharing the message.
Teens Unite supports young people whose education, careers, friendships and early adult lives have been interrupted by cancer treatment - a cause that felt especially personal to our founder, Aimee.
TEENS UNITE
A Seat at the Show
We also had the privilege of welcoming young people supported by Teens Unite to the runway show. Their excitement made the occasion even more memorable for us, and it marked the beginning of a relationship we are incredibly proud to continue.
Through this partnership, we hope to create meaningful opportunities for young people who dream of entering the fashion industry while undergoing or recovering from cancer treatment.
Teens Unite
Learn more →This is only the beginning. Following the Founder Fund launch, Odd Muse Impact will continue to support young women in business, wellbeing initiatives and future Founder Funds through ongoing charitable giving. As the programme grows, this page will remain a transparent record of what we have supported, who it has reached and what comes next.
OUR COMMUNITY
Our community didn't just support Odd Muse. It helped shape us.
PEARL DRESS Renaissance 2024
record-breaking sample sale 2024
AW PREVIEW WITH FOUNDER 2026
NYFW X BENTLEY POPUP 2025
MUSE MASTERCLASS 2024
SIP & SHOP, NEW YORK 2025
Our fabrics
Chosen for how they feel. Considered for how they last.
Wool Blend Knit
Balances the warmth and softness of wool with added durability, resilience and shape retention.
Composition Composition varies by style
Contains natural wool fibres. Variations in texture and light pilling are normal.
Care
Hand wash cold or dry clean according to the garment label. Dry flat and store folded.
Pure Wool Knit
Soft, warm and breathable with natural insulation. Used across cardigans, jumpers and structured knitted separates.
Composition 100% wool
Wool is a natural fibre. Light pilling may occur with wear and can be gently removed.
Care
Hand wash cold with wool detergent or dry clean. Dry flat and store folded.
Merino Wool Knit
Soft, warm and breathable with natural insulation. Used across cardigans, jumpers and structured knitted separates.
Composition 100% merino wool
Wool is a natural fibre. Light pilling may occur with wear and can be gently removed.
Care
Hand wash cold with wool detergent or dry clean. Dry flat and store folded.
Cooling Tencel™ Knit
Smooth and cooling with a silky touch and subtle sheen. Lightweight, fluid and highly flexible.
Composition 37% Tencel™, 35% acetate, 28% polyester
Mohair and wool are natural fibres. Shedding and variations in the surface are expected.
Care
Cool gentle hand wash. Reshape and dry flat; avoid high heat.
Mohair Blend Knit
Luxuriously soft, fluffy and breathable with a light, airy texture. Blended for resilience and comfortable stretch.
Composition 33% mohair, 33% wool, 28% nylon, 6% spandex
Mohair and wool are natural fibres. Shedding and variations in the surface are expected.
Care
Specialist dry clean or cold hand wash if permitted by the care label. Dry flat.
Linen Blend
Lightweight, breathable and softly textured. Designed for warm-weather tailoring with a relaxed but polished finish.
Composition 50% viscose, 32% rayon, 18% linen
Linen is a natural fibre. Slubs, texture and creasing form part of its character.
Care
Cool gentle wash or dry clean according to the garment label. Steam to release creasing.
Structured Cotton Mix
Combines the comfort of cotton with added strength and durability. Soft but structured, with minimal stretch.
Composition 63% cotton, 37% nylon
Cotton is a natural fibre.
Care
Cool gentle wash or dry clean according to the garment construction.
Signature Cotton
Soft, breathable and lightweight with a clean, natural finish. Used for warm-weather dresses and everyday silhouettes.
Composition 100% cotton
Cotton is a natural fibre. Subtle variations and light creasing are expected.
Care
Cool gentle wash according to the garment label. Reshape while damp; iron or steam on low.
Tencel™ Cotton Mix
Smooth, breathable and softly structured. Tencel™ adds fluidity and helps reduce creasing while cotton provides a natural hand feel.
Composition 60% Tencel™, 40% cotton
Made predominantly from plant-derived fibres.
Care
Cool gentle wash. Avoid tumble drying and prolonged soaking.
Cotton Denim
A durable midweight denim with gentle stretch. The blended construction helps the fabric recover and retain its shape.
Composition 65% cotton, 33% polyester, 2% spandex
Cotton is a natural fibre. Denim naturally softens and develops character with wear.
Care
Wash cool inside out with similar colours. Do not tumble dry; colour transfer may occur.
Soft Stretch Tailoring
Soft to the touch with a substantial, structured finish. A small amount of stretch offers comfort while helping the garment retain its shape.
Composition 51% polyester, 41% cotton, 8% spandex
Contains cotton, a natural fibre.
Care
Dry clean recommended to preserve structure and internal construction.
Smooth Tailoring
Smooth, comfortable and wrinkle-resistant. Rayon adds softness and breathability to a durable tailored base.
Composition 80% polyester, 20% rayon
Care
Dry clean recommended. Store hanging to maintain the silhouette.
Stretch Tailoring
A versatile tailoring fabric with four-way stretch when unlined. Once lined, it has a firmer and more structured feel.
Composition 95% polyester, 5% spandex
Care
Dry clean recommended. Avoid excessive heat to protect elasticity.
Textured Tweed
A tactile woven fabric with a soft surface. Lightweight at its base, with lining and internal construction adding shape and substance.
Composition 85% polyester, 15% rayon
Slight variations in the weave are part of the fabric’s texture.
Care
Dry clean only. Avoid friction and snagging against rough surfaces.
Fluid Matte Satin
Soft, fluid and predominantly matte. Designed to move beautifully across bridesmaid and occasion silhouettes.
Composition 100% high-grade polyester
Care
Cool hand wash or dry clean according to the garment label. Avoid high heat.
Signature Satin
Smooth and silky with a luminous finish. Lightweight with an elegant, fluid drape; used for dresses and occasionwear.
Composition 100% high-grade polyester
Care
Cool hand wash or dry clean according to the garment label. Steam gently; do not tumble dry.
Heavy Satin
A more substantial satin with a mostly matte finish and subtle sheen. Holds its shape while retaining a soft, considered drape.
Composition 100% high-grade polyester
Care
Dry clean recommended. Steam on a low setting and store hanging.
Signature Goat Suede
Supple and softly brushed with a rich, tactile finish. A substantial natural material that gradually moulds to the wearer while retaining structure.
Composition 100% goat suede
Suede is a natural material. Marks, tonal variation, scars and changes in texture are expected and make every piece individual.
Care
Specialist leather clean only. Keep away from water, heat and prolonged sunlight. Store in a breathable garment bag.
Our founder
A note from Aimee
I get asked a lot what it felt like to build this. Honestly, it didn't feel like a single moment. It felt like a thousand small decisions, made carefully, over and over again.
I never set out to be the face of anything. I set out to make clothes that solved a problem I had myself: nothing in my wardrobe felt like it would still matter to me in five years. So I started there, small, in my bedroom, with fabric swatches and a list of things I refused to compromise on.
What I didn't expect was how much the people wearing it would shape what came next. Every collection since has carried a little of them in it: the fit note someone left in a review, the colour a hundred people asked for, the silhouette that sold out and told us something we hadn't fully understood yet. I didn't build this brand alone, even when it was just me. I was building it for someone, and eventually with her.
We've grown a lot faster than I expected, without ever taking outside money. I'm proud of that, but not for the reasons people assume. It's not about the number. It's about what staying independent lets us protect: the quality, the pace, the refusal to cut a corner just because it would be faster or cheaper. Every stitch is still something I'd sign my name to.
I'm still the first customer of every piece we make. I still ask the same question I asked at twenty-two: would I wear this in five years? If the answer isn't yes, it doesn't go into production.
That hasn't changed. I don't intend for it to.
Aimee
Founder & CEO
As recognised by
(01.)
2025
(02.)
2022
(03.)
2021
(04.)
2021
(05.)
2024
(06.)
2023
(07.)
2025
(08.)
2023
(09.)
2024
(10.)
2024
(11.)
2026
(12.)
2023
(13.)
