London-based womenswear brand known for its tailored silhouettes and creating timeless, investment pieces as an alternative to fast fashion.
ORIGIN
United Kingdom
PRICE TIER
contemporary
Odd Muse is a London-based fashion label founded in 2020 by Aimee Smale, who started the brand from her bedroom during lockdown while working as a fashion buyer's assistant. Identifying a gap between disposable fast fashion and high luxury, Smale created a brand focused on accessible, timeless investment pieces for young women. The design philosophy is rooted in creating a capsule wardrobe with items like structured blazers, elegant dresses, and tailored co-ords that feature cinched waists and classic silhouettes, intended to be worn across seasons.