Aimee Smale - Odd Muse

[KYLIE]

WOW - this is crazy.

Aimee is awful underneath her sickly sweet exterior then…!

 

[Hubrisand]

Don’t really keep up with her but have seen a couple of videos in close succession where she talks about being more successful than her partner and him not being where he wants to be in life. What is the vibe between the two of them? Is he ok with her repeatedly talking about that. Found it quite strange

 

[charlottess]

She’s taken a private jet to New York like, seriously…?!

 

[justcuriouso]

What I struggle to understand is why she’s never visited her factory before last year?! I doubt very much that this is the factory that she began working with in the beginning. She is blindsiding her customer base... all the spiel about ROAS being so high blah blah ... no wonder because you're literally having people off Aimee....

 

[KYLIE]

£600 for a suede jacket is mental, is she off her rocker

 

[KYLIE]

Seems so toxic to work for. I can’t find it now (prob deleted) but there was a TikTok they uploaded, it was early morning in their New York rented apartment (again, no privacy from your boss to unwind like you get in a hotel room, more cost cutting from Aimee) and Aimee was up working in PJS and so were the other girls - people need rest and time away from work.

It’s not normal for your low wage employees to also being awake and “working” at that time!!!!!

Such a weird dynamic, not one of these girls including Aimee have ever learnt about corporate boundaries in any of their previous jobs.

 

[KYLIE]

Holy shit - The latest Sun article about Aimee, claiming to have an “insider” is all just ripped from here, mostly my comments.

Crazy!!

 

[Chocolatemint]

I’m sorry no one has any taste if they like her designs the skirts are starting to give the shape of The other mother from Coraline when she’s turning into a bloody beetle.
who wants to look weirdly wide like that,
yet her skirts are flat from the side where the seams meet just looks bloody stupid.
don’t get me started on the ugly pockets in the weird place.
Thick does not look luxurious to me thick just looks hot and plasticy, I couldn’t stand to wear one of her dresses in the summer over something breathable like soft Cotton.

 

[coffee1234]

£60 for a plastic top.

 

[KYLIE]

I'm so sick of her pretending her prices are because of "high quality" - it's a 100% cotton hoodie, sisters and seekers hoodies are really thick & nice and they charge £70ish for theirs, I mean Odd Muse charge £25 for socks, it's not expensive bc of the "qUaLitY". She needs to stop 'defending' her brand being expensive AF and just own it.

£115 for a cotton hoodie is an insane mark up, I think she saw the easy £££ that these athleisure basics can make and decided to try and cash in but there is no demand for her PLT-lookalike shite.

 

[HmmmReally]

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.

THIS!!

Hire someone who has experience and can make decisions
The girl is so out of touch. “I’ve been having therapy” oh fuck off

 

[bubbasmumma]

I can’t stand her or her brand.
It’s cheap stuff from China. Fact.
She can’t run a company. Fact.

Their practices directly infringe on buyers rights and trading standards. I hope they get sued.

 

[KYLIE]

All the comments on her latest “collection” are saying she needs to make the clothing longer, so weird how they target “corporate girlies” yet the clothing is far too short and not appropriate to wear anywhere corporate/classy??

 

[KYLIE]

She probably got told to STFU by a decent PR team.

 

[KYLIE]

Aimee Smale started the brand Odd Muse, a fairly well-known dress brand. They preach about sustainability, yet don't actually practice sustainability at all once you look a bit deeper.

• In 2022, Odd Muse made 1.7 million.
  
  
• In 2023 Odd Muse turned over £5.2 million.

A Tiktok video came up on my page recently shared by one of her employees. It consisted of them flying to New York and the employee stating that they were only actually going to be there for less than 2 days and they were only going there to take photos of her in dresses for her new collection.

Can this not be done in London? Is this not a British brand? Is there seriously a need to fly to New York to take photos of dresses in Soho?

Highlights of the employees Tiktok:

1. Aimee dragging the (probably low-paid) social media/marketing employee around the Chanel store in Heathrow. Weird.

2. They sit in economy class, despite Aimee owning Birkins, multiple Chanel bags, Cartier Jewellery and generally earning a fortune off Odd Muse. God forbid she pays for them to be comfortable for work - lol.

3. Aimee lying there with a £350 LED red light mask on her face while the employee takes photos of her. Weird.

4. Promotion of a new £85 jumper, which looks lovely - it is £85, and (wait for it)... consists of 68% Acrylic, 25% Polyester and whopping 7% Wool.

FYI:

• Acrylic (68%):
  
  • Environmental Impact: Acrylic is a synthetic fiber made from petrochemicals, which are derived from fossil fuels. The production of acrylic is energy-intensive, releases harmful emissions, and involves chemicals that can be toxic to both workers and the environment.
    
    
  • Microplastics: When acrylic garments are washed, they shed microplastics, which enter waterways and contribute to ocean pollution. These microplastics are harmful to marine life and ecosystems and are almost impossible to remove once released.
    
• Polyester (25%):
  
  • Fossil Fuel-Based: Like acrylic, polyester is also a synthetic fiber made from petroleum, making it non-renewable. Its production is energy-intensive and leads to significant greenhouse gas emissions.
    
    
  • Non-Biodegradable: Polyester takes hundreds of years to break down in landfills, contributing to long-term environmental pollution.
    
    
  • Microfiber Pollution: Polyester clothing also sheds microfibers during washing, which contributes to the growing issue of plastic pollution in oceans.

 

[bellbells16]

Kinda feels like she’s getting ready to step away from Odd Muse and building her own “brand” around herself. She’s after getting Sophie back now to work on whatever all that is.

 

[bumblebee365]

Can’t work out if she is the worlds biggest attention seeker or has MH issues or both

 

[intoresting]

look at the odd muse recent video of her touring the new townhouse shop. i think she’s like a size 6/8 so I think I see a little belly.

Gross comment

 

[HmmmReally]

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.

 

[KYLIE]

Posting that her boyfriend has “put his career on hold for her” when he hasn’t had an actual career for a few years now… as soon as she made a lot of money he started “flipping houses” with her which you need a lot of income for to begin with! So pretty much just riding her coattails.

They’ve been together for 8+ years but you can tell she really rules the roost now. They’re not even engaged either