Latest news with #OddMuse
South China Morning Post
3 days ago
- Entertainment
- South China Morning Post
Meet Odd Muse founder Aimee Smale: the 28-year-old ex-Asos buyer built a multimillion-dollar ‘affordable luxury' clothing brand from her bedroom, but is it really ‘slow fashion'?
Aimee Smale was only 22 years old when she launched her own clothing brand, Odd Muse, from the comfort of her bedroom amid the Covid-19 pandemic in 2020. Modelling her own designs and piggybacking off of TikTok's rapid growth at the time, Smale managed to use social media to market her 'affordable luxury' brand. Odd Muse founder Aimee Smale in the brand's Miami Mood collection in May. Photo: @aimeesmalex/Instagram Since its launch, Odd Muse has become a staple for fashion influencers, peddling an 'old money' aesthetic and quality pieces. The brand, known for its dedication to slow fashion, has gone viral more than once and even made a splash when debuting at London Fashion Week in 2023. Advertisement Today, Odd Muse is a multi-million dollar business with two stores in London's Covent Garden, and SoHo in New York City. The brand also has over 500,000 followers on TikTok and over 960,000 on Instagram at the time of writing. Here's everything you need to know about Aimee Smale. She was a fashion student Aimee Smale in a Bentley. Photo: @aimeesmalex/Instagram Raised in Essex, England, Smale is the first of her family to attend university, according to an interview with The Times in February. She mentioned that it was her father, who ran his own shop selling kitchen appliances, that inspired her to become an entrepreneur herself. 'I've got such fond memories of my father starting his business and taking things into his own hands,' she said. After Smale graduated from Ravensbourne University London in 2021 with a degree in fashion buying and brand management, she began working as a fashion buyer's assistant at Asos, the fast fashion retailer. She stayed in the position for a little over a year while saving money through designing logos for small businesses. Aimee Smale with a rack of Odd Muse clothing. Photo: @aimeesmalex/Instagram 'I was earning USD$26,000 a year at Asos, and I thought I would give it a shot on my own. I had no expectations other than it would be nice to match my wage,' Smale told Business Insider last year. Focusing on slow fashion
Daily Mail
09-06-2025
- Business
- Daily Mail
Woman is hit with shocking $1,200 tariff bill after ordering clothes online
A woman was left reeling after she received a $1,243 tariff bill from FedEx over an ASOS order, even though she returned the majority of the items. Amanda Ivanelli, a family vlogger from Florida, shared her shock upon receiving the invoice in a now-viral TikTok video. She explained that she had only kept one or two dresses totaling around $150. Amanda said she was unaware of any additional charges until the hefty bill arrived in the mail. 'I got my mail today, and I got this,' she said, holding up a FedEx envelope. 'And I open it, and I'm like, "It's an invoice for $1,243."' The unexpected bill listed her entire ASOS order, leading Ivanelli to speculate that the charge was due to tariffs. 'I would have never ordered from ASOS or anywhere that I know I would be charged for - I'm assuming - the tariffs,' the shocked shopper continued. Amanda said she was unaware of any additional charges until the hefty invoice arrived in the mail (stock image) 'Isn't that something that should have been shown at checkout?' Amanda lamented: 'I had no idea when I checked out, I had no idea. 'Don't know how I got stuck with a $1,200 bill, which is actually more than my order.' And Amanda isn't the only creator having issues with Donald Trump's tariffs. Another TikTok user named Jessica Clark recently found herself in a similar situation after she purchased a dress from the London-based company Odd Muse. 'I ordered this beautiful dress because I'm a 2026 bride,' she explained in a since-deleted video, per Newsweek. 'I checked out, it was $225 dollars so it was already kind of a splurge. 'This morning I woke up seeing that my package has arrived in the United States and that I owe a tariff bill of $325.' She added in a follow-up video: 'I'm amazed by how many people think this is not even real - it is. 'I don't blame the company, I think they're trying to figure it out as we go.' The president used a 1977 federal economic emergency law to justify a range of levies - from duties on Canada, Mexico, and China imposed over fentanyl smuggling to the reciprocal tariffs levied in early April on virtually every U.S. trading partner. Trump later paused the reciprocal tariffs for 90 days to allow for negotiations. His global tariffs were declared illegal and blocked by a federal court in May in a massive blow to his administration. The Trump administration is expected to appeal and the legal battle is likely to end up in the Supreme Court.
News.com.au
03-06-2025
- Business
- News.com.au
‘It is so hard': Grim reason CEO is getting trolled
A successful CEO has shared the horrendous response she got from men after she posted a video of herself crying. Aimee Smale, 27, is the founder of the UK fashion brand Odd Muse. The incredibly successful brand, established in 2020, has gone from strength to strength. The 27-year-old recently found herself at the bottom of an internet pile-on because of her brand when a debate erupted on whether Odd Muse could be considered fast or slow fashion. The conversation ended with the CEO being viciously trolled online, and in response, she posted a video of herself crying. Ms Smale has over 200,000 followers on TikTok alone, and she shared that she was feeling 'heartbroken today' and was taking the backlash to heart. 'I can't lie the abuse I'm receiving is overwhelming. I shouldn't look but it is hard when the accusations are so wild and untrue,' she said. The clip went viral, and she deleted it, but it was too late because, bizarrely, some online discourse erupted, primarily from men claiming her display of emotion meant she shouldn't be running a company. 'Grow up and be professional,' one advised. 'No one looks good crying,' another said. 'Toughen up princess. Life is hard, and you've just shown this woman that you can't take the heat,' someone else said. 'I'm not sure you're right for the cutthroat business world if you're immediate response to criticism is to start crying for attention on the internet,' one said. 'This is why the most successful business moguls are men. They don't cry, and definitely don't make a video crying and playing victim,' another said. Someone else said she was a 'stupid woman', and another claimed that being a businesswoman means you can't film yourself crying. Ms Smale then took to social media again and blasted the men commenting such sexist things and argued that any man saying her crying is an example of why 'women shouldn't run companies' likely has no idea what it is like to do AU$63 million in sales. That video was met with an outpouring of support from women who were quick to point out showing emotion doesn't mean you can't do your job. 'They hate to see a girl boss win because they know they never could,' one wrote. 'We will cry when we want and we will succeed when we want,' someone else cheered. 'You're building empires while they're building paragraphs in the comments section. Nothing rattles fragile egos like a woman doing better than they ever will,' another argued. Someone else theorised, 'Men can't stand to see a woman more successful than they'll ever be.' 'We're literally human. It's so crazy. We're meant to cry for a reason. Why are you holding it in?' one asked. 'I don't know why people think bosses don't cry? CEO's cry. People cry,' someone reasoned.
Daily Mail
20-05-2025
- Entertainment
- Daily Mail
Odd Muse fashion brand boss sobs hysterically over 'offensive' videos about her clothing
The founder of fashion brand Odd Muse has broken down in tears after claiming she has received a wave of online abuse. Aimee Smale, 27, who owns the Brentwood, Essex-based aspirational luxury label, shared a clip of herself crying to her TikTok account, alongside a lengthy caption that stated she was 'heartbroken' over the 'bullying' she has received online over the last week. While she didn't directly call anyone out by name, it is widely believed that the emotional video came in response to American influencer @plzdontbuythat, who posted a clip accusing Odd Muse of mistitling itself as a 'slow fashion' brand a few days ago. Slow fashion is the opposite of fast fashion in that its production focuses on quality garments that will stand the test of time, ensuring it uses high grade materials to achieve this aim. It is also considered 'ethically' made. The influencer and self dubbed 'apparel educator' - who recently called out fashion label House of CB for allegedly being 'sinophobic', a fear or dislike of China - said Odd Muse was 'fast fashion by every sense of the definition' and 'people that own apparel brands say whatever the f*** they want'. But business owner Aimee, who has previously taken Pretty Little Thing to task over allegedly 'stealing' one of her designs, hit back at the American influencer by calling the 'offensive' accusations about her brand 'wild and untrue'. In a video shared to TikTok, Aimee appeared make up-free and wearing a grey jumper. She was visibly in tears while mouthing words that were inaudible to viewers. She wrote: 'A bit heartbroken today I can't lie, the abuse I'm receiving is overwhelming. I shouldn't look but it's hard when the accusations are so wild and untrue. 'I work so hard and have been so integral with my journey… I can't tell you the amount of things I have said "no" to and challenged in my journey because they do not align with my values. 'All I've ever wanted to do is help others and challenge the norms behind the industry I am in'. She continued to defend herself by saying people believed 'lies over non-scandalous information'. She added that the backlash was perhaps a symptom of success, and that as she had acquired a bigger brand over the years, she had become a 'target'. 'The last time I'm addressing the bullying that has gone on these last few days and just want anyone who is experiencing this right now to reach out because I just want to be there for others right now,' she continued. Odd Muse is seen as a mid-luxury brand that prides itself on being 'timeless' and 'non-seasonal', and markets itself as producing 'investment fashion' pieces for women around the globe. They mostly sell form-fitting dresses, structured two pieces, skirts and trousers, that all retail from around £50 to £180. Last week, @plzdontbuythat shared a video titled 'My thoughts on Odd Muse calling itself "slow fashion"'. 'I was introduced to the brand Odd Muse this week and she loves to describe the company as slow fashion and sustainable... within about 42 seconds of entering the website it's really clear they are fast fashion by every sense of the definition,' she said. The single mother went on to accuse the Odd Muse founder of misrepresenting her brand as slow fashion because the price point 'is really high' and the items are 'made really well'. 'It is my belief that there is zero room for you to call a polyester dress an investment piece - which is like 95 per cent of what the pieces are [made of]' she added. She also referred to the fabric as 'high grade polyester' while at the same time using her hand to mimic a quotation mark. She did however concede that Aimee was 'very successful' and that her brand did 'huge numbers', but warned her viewers not to take the words of apparel owners at 'face value'. Aimee, who regularly models for her own brand, responded to the fast fashion allegations the next day, by calling them 'offensive'. Alongside a video posted to her TikTok account, she penned a caption that read: 'Odd muse is my literal baby, I work so f***ing hard and I am so proud of how much I have grown this brand with integrity. 'I won't listen to people who don't understand fast fashion tell me I am fast fashion. It's so offensive.' The video showed Aimee posing up a storm in what appeared to be an Odd Muse yellow cinched mini dress and brown sunglasses. The still image was accompanied by the words: 'Yesterday I got accused of running a fast fashion brand.' More text explained that there was a 'huge' difference between fast and slow fashion, and that this mostly centred on 'working conditions' and how long it took to bring a product to market. She also shared a screenshot of the what appeared to be the results of a recent BSCI (Business Social Compliance Initiative) audit, for which Odd Muse received the highest grade possible, grade A. BSCI audits assess social compliance and working conditions within a company, such as employee rights, fair pay, occupational health and safety among others. She concluded the video with a short message seemingly aimed at the apparel educator, which read: 'Leave me alone now please x'. However the mini presentation failed to pacify the influencer, who said the BSCI audit was incomplete.
Daily Record
14-05-2025
- Entertainment
- Daily Record
River Island's 'perfect' £42 dress that's 'giving Odd Muse vibes'
River Island shoppers are loving the dress on TikTok - with some saying it's "classy" and gives "Odd Muse vibes" River Island shoppers are wowed by a "classy" dress that looks like one from an upscale label. The retailer, known for its trendy fashion and accessories, might just have a new must-have item in store. The beloved high street brand is selling the Long Sleeve Square Neck Mini Dress for £42, available in various hues; brown, black, cream polka dot, green, pink, and red. Shoppers can find it in sizes six through 22. The chic dress boasts a square neck, long sleeves, decorative pockets, and a flattering mini cut. River Island's website advises customers to machine wash the garment at no more than 30°C and to cool iron it, but cautions against dry cleaning. Shoppers eager for similar styles will find options across other retailers too. Next offers the Friends Like These Black Long Sleeve Square Neck Mini Dress at £36. PrettyLittleThing is currently running a deal on the Chocolate Structured Woven Boat Neck Shift Dress, retailing at only £17.25, reduced from £32. Meanwhile, New Look has the Black Pocket Detail Mini Dress up for grabs at £27.99, reports the Mirror. On TikTok, the River Island dress has garnered attention, with user Shileen (@shileen18) showcasing the cream polka dot iteration in a recent video, captioned: "Odd Muse vibes from @riverisland." Fashion account @thescousestylists also posted footage featuring the dress in black during a River Island visit, with the post reading: "The perfect black dress from @riverisland." Overlaying text on the clip said: "This dress is giving Odd Muse vibes." In the video, the pair chatted about the dress and their styling ideas, remarking: "This is giving Odd Muse vibes. Oh, it is, yeah." They also thought it would be a "nice" choice for the races and described it as "classy" and perfect for a night out, further commenting that it's "very Odd Muse." They noted it was "such an elegant and classy dress." Some customers have turned to the review platform TrustPilot to voice their opinions on River Island, particularly regarding the larger sizes, which could be something to bear in mind when ordering online. One individual mentioned: "Lovely quality but not great sizing." Another shopper expressed: "The quality of most clothes I've tried on are good... but the sizing is HUGE!! I recently bought some new UK size 6 shorts, skirts, jeans and trousers and they slid down my hips and legs! They wouldn't stay on my hips! The dress was huge on me too! I've had to return most of the order (kept the UK size 4 items)." The dress resembles the upscale Odd Muse's The Ultimate Muse Split Sleeve Mini Dress. The premium dress retails at £135, while the River Island one is priced at £42. Both dresses share a similar structured style, complete with long sleeves, ornamental pockets, and defined waists, although the Odd Muse creation features a raised neckline and broader, more flared sleeves than the River Island alternative. For buyers not wanting to break the bank, choosing the River Island dress represents a potential saving close to £93. River Island's Long Sleeve Square Neck Mini Dress can be purchased online here.
