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…