How Aimee Smale Built Odd Muse Into a Global Fashion Brand

Odd Muse founder Aimee Smale launched her fashion brand without the traditional advantages many entrepreneurs rely on. She launched the brand relying solely on her own funds, intuition, and a precise concept, without backing, networks, or traditional experience.. “When I started Odd Muse, I was 23 and had £12,000 saved. I didn’t have investors, industry connections, or a traditional fashion background. I just had a very clear vision of the brand I wanted to build.” She reflects on the leap into entrepreneurship. “Early on, I would say ignorance is bliss. Everything is intimidating when you’re taking that risk to actually start something. I never really felt I was at a disadvantage because I was a woman, if anything I felt I was at an advantage. My only marketing strategy then was speaking to people organically online, I feel a lot of young women have mastered that.”

As Odd Muse grew, she noticed new dynamics. “It was as Odd Muse began to grow, the fact I was a woman was really something I noticed when walking into certain rooms or having certain conversations. It was a really new experience, I think I’d kept myself in a world surrounded by positive women who championed my success, as I did theirs. And then you’re suddenly in a room with a lot of corporate men who find your success incredibly surprising and sometimes ‘cute’.” Her perspective as a young female founder proved advantageous. “I think it actually gave me a huge advantage because I am the customer. I understand how young women want to feel in their clothes confident, elevated, effortless.” From the start, she shaped a timeless, modern aesthetic. “From day one, I didn’t want Odd Muse to be trend-driven. I wanted it to feel timeless and premium, but still modern. Being a young founder meant I could combine that traditional elegance with the way women actually live now, through social media, events, travel, and daily life. It also meant I built the brand very community-first. Our customers don’t just buy the clothes, they feel part of the Odd Muse world.”

Ambition, she says, has been about building long-term value. “For me, ambition has never been about proving something to other people. It’s about building something meaningful and long-lasting. I’ve always thought about Odd Muse as a legacy brand, something that could exist decades from now. That mindset changes how you make decisions. You think about quality, reputation, and brand equity rather than short-term wins. I think women sometimes feel pressure to shrink their ambition to be more ‘likeable.’ I’ve learned that it’s okay to want big things and to say that out loud.”

She has also navigated the scrutiny of success. “As you grow, it is inevitable you are going to hit a side of the internet that judges you for quite literally anything you do. And for a woman, it’s almost like you can’t be too successful. It’s important to know that when you hit a certain level, these people are going to be there no matter what you say or do. So you should never water yourself down for an audience that is inevitably always going to be there, and always going to be negative.”

Social media has been both powerful and challenging. “Social media is incredibly powerful, but it can also push brands to chase trends very quickly. I feel we still to this day struggle to find that balance. I used TikTok very much as a Brand Awareness tool in the beginning stages, I needed as many people to know about Odd Muse as possible. I was always aware that in order to elevate the brand, other platforms were more necessary. I think we are still figuring out our place on TikTok now that we are more established, but I still use my personal channels to talk all things business and how we do what we do, as that’s something I want to give founders.”

The brand’s identity remains central. “I think we’ve maintained our Brand Identity through product, myself as a front facing founder and community. Anyone can spot an Odd Muse dress from a mile away, even if it’s unreleased. I always say to founders you are your biggest USP, and I’ll always proudly reply yes but when I get stopped and asked if I am ‘the odd muse girl’. Through that combination, we’ve really formed a community and maintained our identity.”

Smale has faced skepticism but turned it into motivation. “Absolutely. When you’re young and female, people often assume the business is smaller than it is or that you’ve had help behind the scenes. The help behind the scenes is a big one, people are always really shocked to find out we are still entirely self funded. Instead of fighting that perception, I used it as motivation. It made me incredibly disciplined about the numbers, the operations, and the long-term strategy of the business.”

Her strategic decisions have driven sustainable growth. “One of the biggest decisions I made early on was to focus on hero products instead of constantly chasing newness. Pieces like our signature dresses became the foundation of the brand, which meant we could grow without overcomplicating the business. We are in a new era where we have slightly more demand for a wider offering, not just dresses through the customer we’ve built and now our wholesale partners. We’re expanding into new categories but always keeping that slow strategy in mind with everything we do.”

Leadership has evolved with the team. “My leadership style is very vision-driven. I’m deeply involved in the creative direction and brand identity because that’s the heart of Odd Muse. It took me a long time to realise that my mind needs to constantly be in the future of the brand, and not so much the day to day management. I implemented departmental managers 3 years in, and I feel this was a game changer for myself and my team.”

For aspiring founders, her advice is straightforward. “The biggest lesson I’ve learned is that there is never a perfect moment to start. When I launched Odd Muse, I didn’t feel ready. I didn’t know everything about manufacturing, logistics, or scaling a business. But you learn those things by doing. If you have a clear vision and you’re willing to work relentlessly to execute it, that matters far more than having the perfect background. Sometimes you just have to back yourself before anyone else does.”