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’?

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…

Read More
On the button: Chanel and Prada love to celebrate the oft-overlooked fastening, with Maison Desrues, God’s True Cashmere and Tangxindan among the names supplying extra-fancy versions

On the button: Chanel and Prada love to celebrate the oft-overlooked fastening, with Maison Desrues, God’s True Cashmere and Tangxindan among the names supplying extra-fancy versions

What’s in a button? We tend to give them little thought. At most, we are irritated when one is lost or comes loose, dangling from the front of a coat or shirt. But like many of the fashion fixtures we take for granted, this unsung hero has a storied past – and present. Though most…

Read More
Meet Sonique Saturday, Taylor Swift’s ‘twin’ behind the Birkin dupes that boast fans like Amber Rose: before founding fashion brand Saturday House, she was a stylist to the stars

Meet Sonique Saturday, Taylor Swift’s ‘twin’ behind the Birkin dupes that boast fans like Amber Rose: before founding fashion brand Saturday House, she was a stylist to the stars

Saturday House founder Sonique Saturday welcomed the New Year by sharing a photo on Instagram of her and Taylor Swift embracing in matching sparkling dresses. The image was seemingly a throwback to a private New Year’s Eve party in Kansas City that took place a year previously. Sonique Saturday is the founder of the fashion…

Read More