Aimee Smale - Odd Muse

[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.

 

[sillydot]

In fairness it seems that they flew to NYC as they opening a store there.

 

[HmmmReally]

I’m so glad I found thread on this brand. All I’m seeing recently is the owner crying on TikTok… get a grip

 

[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.

 

[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 duck off

 

[KYLIE]

I’m so glad I found thread on this brand. All I’m seeing recently is the owner crying on TikTok… get a grip

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

 

[Bettyshady10]

So glad there’s a thread for her! She’s very odd. Has to be the face of it all, in all the ecom pics on the website, in all the marketing, etc etc it’s not very often you see OM on anyone bigger than an XS/S so she could really do with letting go of her desperation to control EVERYTHING and include a bit of diversity in her marketing.
She’s trying to lead with this owner-consumer relationship by crying all over socials and it just comes off really disingenuous to me.

 

[summerhouse]

I like Aimee and enjoy watching her vlogs. I bought a OddMuse dress for a wedding in the summer and personally feel the sizing is way off. I had to return the dress I bought and exchanged it to get the next size up. I’m a UK size 12 and got a XL. Just me or is that not right?
I’d wear any size of clothes as long as it fits but I think that could put some people on the wrong mindset.

 

[HmmmReally]

I like Aimee and enjoy watching her vlogs. I bought a OddMuse dress for a wedding in the summer and personally feel the sizing is way off. I had to return the dress I bought and exchanged it to get the next size up. I’m a UK size 12 and got a XL. Just me or is that not right?
I’d wear any size of clothes as long as it fits but I think that could put some people on the wrong mindset.

ELR STYLE or “RELR” (the rebrand) is the same. Stupid sizing

 

[Bettyshady10]

What does everyone think of the newest collection? I don’t like it

 

[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.

 

[coffee1234]

The lassie Sophie that is in some of vlogs - what an annoyance.

 

[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.

 

[HmmmReally]

I noticed she is in nearly every video on the page
Modelling etc
She 100% is a control freak

 

[charlottess]

I find her super irritating she’s getting a bit flashy too on instagram showing off it seems

 

[Bettyshady10]

What a really responsible thing to put on your story

 

[poutfish]

I tried on one of her dresses and was not impressed. I think I tried an XL (I’m a 12-14) and the sleeves barely had room for my arms, they felt like sausages in casing. The style had a high neck and it was strangling me before I’d even zipped it up. The fabric felt heavy and the construction was fairly robust but it just felt so cheap even for £150 ! The cut and sizing really let it down.

 

[KYLIE]

Aimee making a video about her Tattle thread on her *work* account but not actually acknowledging anything such as sustainability is peak her.

This social media girl who is a complete boot licker is probably on sub 30k and sitting there grinning as Aimee laughs about dragging her round the Chanel store and owning birkins…. It’s dystopian almost.

Also, here’s a screenshot of one of their polyester jumpers which retails for around £80+ btw. Wtf is that quality????

 

[charlottess]

She’s pathetic and is an awful model. She rips off high end pieces and says they are all her ideas, Aimee Hun it’s not hard to import polyester clothing from china with a huge mark up. She’s just been lucky in the age of social media where she has a rags to riches story but is getting super unlikeable.

 

[KYLIE]

A salary of £23,000 for a customer experience assistant. Absolutely awful. I just don't get these brand owners. If I was a multi-millionaire I'd want to pay people a decent wage and feel good about myself. How can she waltz in wearing a Birkin bag worth £17,000+ and smile at such low-paid workers.