Aimee Smale - Odd Muse

[justcuriouso]

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

 

[Lalla]

Came here to see if this muppet had a thread after seeing an article about her on the DM (and wasn't disappointed!)

I can't for the life of me see how she's got thousands of women to pay way over High St prices for clothes that are badly designed/sized, and made in China from non natural fabrics. It's just bizarre. They might as well have bought stuff from H&M or Zara and saved some cash!

I'm obviously far too old and fat (and frugal) to be the target market...but for me, if I wanted to shop ethically I'd be looking at companies who make their clothes in the UK as a starter.

 

[justcuriouso]

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??

This is how I feel about her … really wanted to like her but there’s just something can’t put my finger on. I think it’s the smugness when she’s only been in business for 5 years and thinks she’s a beacon of info … a lot of it doesn’t make sense or add up. Also don’t get the fascination around the clothes

 

[KYLIE]

Makes me laugh how she flies her and a team out to Miami to shoot a collection. When she lived in London she was obsessed with flying to New York to shoot collections (despite advertising Odd Muse as 'London' in the name)

And now she lives in NY she is flying to somewhere else SoOoOo sustainable!

Also generally when you fly your employees places (at least in the corporate world I've worked in) you at least get them premium economy, as it's a nod to them having to work during jet lag... but she just shoves her staff in cattle class! Gosh she must be a total mare to work for.

 

[justcuriouso]

Here comes the crying videos

Videos of her crying are so unprofessional. Such a deflection tactic … why doesn’t she just respond to the “lies” if they are untrue

 

[Chipss]

Wow! She's deleting comments so fast ... really taken a dislike to her in all of this!

120k views and only 300 comments, yeah wonder what happened to all the thousands of comments that were disagreeing with her

 

[KYLIE]

Ultimately, Aimee side steps the fact that she greenwashes her brand by using terms such as "slow fashion" and focuses purely on the "you use polyester" claims to make herself a victim. The fundamental principles of "slow fashion" are as below - how is china-made, polyester fabric SF???? I mean ffs, even her now-discontinued jumpers & cardigans were acrylic/polyester, and she was selling them for £85+


Principles of Slow Fashion:

Quality over Quantity:
Slow fashion advocates for buying fewer, higher-quality items that are designed to last longer.

Sustainable Materials:
It prioritizes using sustainable materials like organic cotton, recycled fabrics, and natural dyes, minimizing environmental harm.

Ethical Production:
Slow fashion promotes fair labor practices, ensuring fair wages and safe working conditions for garment workers.

Local and Artisanal Production:
It supports local producers and artisans, fostering a sense of craftsmanship and heritage.

Longer Lifespan:
Slow fashion encourages consumers to care for and repair their clothing, extending its lifespan and reducing waste.

Mindful Consumption:
It promotes a more conscious approach to shopping, encouraging consumers to consider the impact of their clothing choices.


This just isn't Odd Muse, which would be fine if she didn't brand herself as a luxury, slow fashion brand. But she does. And now she doesn't like that people who are ghenuinley interested in this topic and very passionate about it are calling her brand out for greenwashing to hell & back.

 

[heretospillthetea123]

glad I found this thread, the brand owner chirps on about how many millions they’re making/expected to make yet sits and complains and cries the poor man’s tale because she “can’t handle it”

hire a CEO who has experience then? it’s not like OM can’t afford to. Very out of touch when so many businesses are going bust due to the state of the economy and she’s crying because she’s so busy.

 

[yellowflower]

Does anyone else find it crazy that she built a relatively successful business but quite obviously does not understand basic grammar. She always says ‘we was’ in place of ‘we were’ and ‘they come’ instead of ‘they came.’ Find it so ridiculous that a grown woman doesn’t know basic English language rules and her dense followers don’t seem to pick up on it

 

[Glencoe]

It is definitely that factory because she went on so much about the other woman's name also being aimee while she was there, why lie when there is evidence.

 

[KYLIE]

Aimee’s video about the PLT rebrand is laughable - we all know they’re a low quality brand but sometimes that’s the only option some people have. When I started my first office job I got cheap stuff as I was on like 20k a year!! And yes Vinted can be great but realistically who starts a new job and goes shopping for 5 white blouses and 7 pairs of trousers in a charity shop or Vinted. Delusional to think people wouldn’t rather be shopping in nicer shops.

She’s complaining about PLT but her £85 knitwear (specifically a jumper) is the same composition:

68% Acrylic
25% Polyester, 7% Wool

why’s it not 100% wool Aimee if you’re soOoOo sustainable and sOoOo much better than PLT?

 

[Chipss]

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

She’s always been giving a stuck up mean girl energy. It just comes out more now that people are calling her out on all her lies, you see more of her real personality

 

[KYLIE]

Good comment I saw about the whole crying thing: 'This is why she’s weaponizing her followers and crying about a hate train, so they’ll get emotionally invested into protecting her and when this kind of stuff comes out they disregard it.'

Like, the woman is a multi-millionaire flat out denying that it's her factory but her own pics & videos of visiting China prove it's the same factory!? And these weird parasocial girls are eating it up blindly believing her claims that they have "27 staff and make clothes for 2 brands only" like what...

 

[bumblebee365]

She is giving emotional blackmail whiplash - one minute she is posting an unprofessional dry crying video seeking pity after anybody dares to criticise her and the next minute doing some smug 'my life is so perfect / look at how much of a success I am' glamorous shoot / slightly body checking ish shot montages. Anybody dares to criticise her in the comments (I commented she needs to hire a PR agent) then gets deleted immediately.

How can anybody look at her behaviour and feel compelled to buy her overpriced synthetic polyester clothes is beyond me, I hope she is the next NastyGal.

 

[jay.dee]

of course she’s part of the “natural diamonds are better than lab-grown" brigade lol the minute she started banging on about “investment” i just rolled my eyes. it’s such a stuck-up talking point, especially since mined diamonds are ridiculously priced and are horrible "investments" - not to mention the mining industries are tainted with the blood of children, slavery, exploitation, etc.

she’s always trying to come across as so knowledgeable and above everyone, which is funny given her brand is polyester and she’s constantly wearing the most new-money jewellery imaginable - the cartier love collection she wears is basically the starter pack of look at me i have money now lol

also ... the costume jewellery comment at the end ... so dumb it hurts .. lab-grown diamonds aren’t placed in costume jewellery, thats cubic zircona - LGD are still expensive, fine jewellery, your average lab grown diamond earrings are still running you upward of £400.

The whole natural vs lab diamond is basically the "rich vs normies" thing now moreso than it is about anything else for girls like her.

View attachment 3839615

She definitely asked herself this question lol

 

[HmmmReally]

She needs to stop being a control freak and hire a PR team etc

 

[coffee1234]

“……when they want to see you loose”. .

 

[KYLIE]

God she is fake AF lmaooo, this is her IG post today after Luxe Collective announce they're closing:

Aimee the other day posting laughing emojis on their most recent Tiktok after the reundancy news went viral:

She needs to get off her polyester horse.

 

[KYLIE]

Random question but someone may be able to find out. Relr style / ELR style states they are “ premium British outfit building pieces” are the pieces made in Britain?
I also noticed that the materials are mainly polyester. I’ve learn a lot from this drama and I’m starting to question brands that make claims like she did.

It says "British designed" on their website which is commonly used to trick people into thinking it's made in UK. They're importers, prob from China.

https://corpsignals.com/companies/uk/elr-style-ltd-13296537.html

Also being shady with how they embed the reviews from Trustpilot (LOL)

 

[KYLIE]

Apparently this is the factory that makes her dresses, according to Tiktok

Customized High-End Women's Clothing | ODM & OEM Services - AIMI

AIMI specializes in high-end women's clothing, offering ODM and OEM services tailored to your needs. From market research to design, production, and global distribution, we deliver innovative, high-quality fashion women's clothing.

m.aimidress.com

Yeah that's it, I checked import records. It's why it made me laugh when she said they only make clothes for her and like 1 or 2 other brands in selfridges.

Then you go onto the website and there's a whole stream of their clients.