Odd muse - Redefining Modern Luxury, One Timeless Silhouette at a Time
In an industry driven by speed, excess, and perpetual reinvention, Odd Muse moves with intention. Founded in 2020 by Creative Director Aimee Smale, the British womenswear label has emerged as a quiet force within contemporary fashion—championing longevity over trends, refinement over noise, and confidence over consumption.
At just 22, Aimee Smale identified a shift that needed to happen. Determined to move young women away from fast fashion and towards considered, timeless dressing, she founded Odd Muse with a singular vision. Today, the brand operates globally, with three stores across London and New York, a devoted social following, and multiple industry awards recognising Smale’s contribution to redefining modern luxury.
Designed in-house in London, Odd Muse is defined by sharp tailoring, sculpted silhouettes, and a restrained elegance that feels both modern and enduring. Its collections are not built for fleeting moments, but for lives well lived—crafted for women who value precision, versatility, and investment dressing over impulse. Structured blazers, cinched-waist mini dresses, and clean-lined tailoring form the backbone of a wardrobe that transcends seasons and occasions.
Since its inception, the brand has garnered rapid yet organic recognition. Odd Muse’s now-signature mini dresses have become modern icons, worn by tastemakers including Melis Ekrem and Flora Murunga, while the brand’s belted blazer sold out upon release and remains one of its strongest-performing designs to date. With pop-ups in New York and a presence at London Fashion Week, Odd Muse’s ascent has been steady, assured, and unmistakably intentional.
At the brand’s Essex headquarters, the atmosphere mirrors the ethos of the label itself: focused, creative, and quietly ambitious. A close-knit, female-led team works collaboratively, guided by Smale’s hands-on approach. Now 27, the founder remains deeply involved in every stage of the brand’s evolution—overseeing design, fit, and finish with unwavering attention to detail. Fresh from international travel, she reflects on a journey that began as a lockdown idea and has since grown into a globally recognised fashion name.
The origins of Odd Muse lie in a moment of pause. During the pandemic, Smale—then a buyer’s assistant—reassessed her ambitions and recognised a glaring gap in the market. Young, style-conscious women were underserved: priced out of luxury yet dissatisfied with fast fashion’s compromises. Inspired by the mid-luxury landscape she observed in Australia, Smale envisioned a brand that offered elevated design at an accessible price point, without sacrificing craftsmanship or integrity.
Central to Odd Muse’s identity is its commitment to seasonless design. Rather than chasing trends, the brand focuses on creating pieces that endure—both stylistically and structurally. “Our first blazer is still selling today,” Smale notes. “Our dresses don’t belong to a season. They’re designed to be worn year after year.” This philosophy has resonated deeply with a generation of women seeking permanence in an increasingly disposable fashion culture.
That same discipline extends to how the brand grows. Expansion is deliberate, quality is uncompromising, and every design is meticulously developed in-house. The result is a loyal international customer base and a brand identity that feels aspirational yet attainable—luxury without excess, confidence without overt display.
Today, Odd Muse continues its international expansion, with the Middle East emerging as a key market. Through curated capsule collections and exclusive designs, Odd Muse Middle East offers a seamless luxury experience, including same-day delivery in Dubai and express shipping across the region. It is a natural evolution for a brand defined by global ambition and considered growth.
From a single idea sparked in isolation to a globally recognised label, Odd Muse stands as a testament to clarity of vision and unwavering belief. In redefining mid-luxury fashion, the brand is shaping not only how women dress—but how they invest in themselves.