Aimee Smale - Odd Muse

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bellbells16

bellbells16

VIP Member
When I initially came across her I really wanted to like her, but I’ve listened to a few podcasts with her now and was watching a few vlogs in the background last week and I think she lets the veil drop quite a bit and her true colours shine through. Shes so bratty and entitled. I’ve been watching in fascination for a while because she cannot keep up with this lifestyle. It’s all smoke and mirrors. That brand will not be around in 5 years and then what??
 
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Chipss

Well-known member
She really should have hired a PR person who’d manage this whole situation as it’s getting out of hand and not in a good way for Aimee.
I keep seeing comments by people that have said they’ve reported them to training standards as at some point she wasn’t allowing refunds for returns, only credit notes, which is illegal if people buy it online.
Also sustainability is not subjective, there’s laws surrounding it so she could get in trouble for that too
 
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AstonedRose

Active member
It’s wild to me how she is responding to it all, you wouldn’t have any other brand owners reacting this way. Her reaction speaks volumes, very child like and unprofessional.
 
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Chipss

Well-known member
AstonedRose said:
It’s wild to me how she is responding to it all, you wouldn’t have any other brand owners reacting this way. Her reaction speaks volumes, very child like and unprofessional.
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She reacted like a child when they’re caught doing something naughty.
In my opinion the defensiveness is telling because if she had nothing to hide she’d disclose the things people have asked for and she still hasn’t even after her explanation video that explained nothing.
Mallory has ordered her dresses and I bed she will go and test them to find out exactly what the composition is since Aimee refuses to tell people.
 
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Chipss

Well-known member
I saw a comment from a girl on one of the videos about this situation that I thought was spot on.
She said that Aimee shouldn’t have started with all the sustainability and slow fashion thing cause her target audience don’t really care about it that much. They just want nice looking clothes for a reasonable price.
I thought it was so true because the girls I know that have bought from them don’t really mind about it. I really like her designs but it’s not on a similar level to House of CB and similar brands, sort of more premium high street.
I feel like trying to green wash will be the downfall of this brand. People are not mad at her for making the dresses that she does, they’re mad cause she tries to green wash them and over inflate the prices.
 
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justcuriouso

New member
heretospillthetea123 said:
I wonder why Aimee has left a “🤣” comment on Luxe Collectives latest video. Their video has been up for 4 days and she only commented it last night.

There’s a lot of speculation about LC going under as they’ve made all their staff redundant. I’d like to think she’s not laughing at that. Is there some issue/beef between them?
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If she is laughing at the situation, then she really needs to take stock of her own position. She's been in business for just under 5 years... very very naive to think she's untouchable.

I really want to like her but there's just something not right ... some of her figures in her 'transparency' don't add up and her turnover seems to change depending on who she's speaking to. Odd Muse trustpilot poor reviews are stacking up and they are hiding comments on socials, really don't think she should be mocking the downfall of another company.
 
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newaroundhere123

VIP Member
why would you 'invest' in your engagement ring unless you're planning on selling it at some point? it's a promise, not an investment you absolute toolbag :rolleyes:
 
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KYLIE

KYLIE

VIP Member
HmmmReally said:
I’m so glad I found thread on this brand. All I’m seeing recently is the owner crying on TikTok… get a grip
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For real like you’re a multi-millionaire, crying over your brand making money….. lol?!

It’s projected to make £50m next year. Once a company reaches a certain point the next step is to hire people to take some of the workload off you in areas where you can trust them to not need approval for every tiny thing.

She seems like a control freak and nightmare to work for tbh, she even has to be the model on the website & main model on the odd muse social media.. like you'd have time for other stuff if you let go of the vanity ego projects. She isn't a good model either tbh the website photos could be miles better & more inclusive
 
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iz10101

Well-known member
I think it’s so funny her response was a video explaining that some luxury brands use polyester and you can get higher grades.

she still hasn’t actually confirmed explicitly that Odd Muse use a high grade polyester and what makes theirs “high grade”.

also her justification they are “slow fashion” because people buy them as investment pieces. That’s just the consumer buying more consciously but says nothing about what HER company are doing with supply chain to make it slow fashion. You can’t just use consumer purchasing habits as a shield for sustainability. And that’s mostly the price point and her profit margins that is driving that behaviour.
 
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freddofrog

freddofrog

Chatty Member
glad i found this thread! even more glad ive never dropped over £100 on a plastic dress from the brand
 
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Hamburglar

Hamburglar

VIP Member
Chipss said:
I saw a comment from a girl on one of the videos about this situation that I thought was spot on.
She said that Aimee shouldn’t have started with all the sustainability and slow fashion thing cause her target audience don’t really care about it that much. They just want nice looking clothes for a reasonable price.
I thought it was so true because the girls I know that have bought from them don’t really mind about it. I really like her designs but it’s not on a similar level to House of CB and similar brands, sort of more premium high street.
I feel like trying to green wash will be the downfall of this brand. People are not mad at her for making the dresses that she does, they’re mad cause she tries to green wash them and over inflate the prices.
Click to expand...
This is it for me. If she didn’t bang on so much about sustainability and being green, she wouldn’t look bad when people are pointing out examples of her NOT being so. Shes going to be her own downfall.
 
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justcuriouso

New member
Have you seen the drama unfolding on Aimee getting her factory to ban another brand from visiting them (the factory has been working with them for years) #meangirlenergy she’s digging herself further and further
 
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