Aimee Smale - Odd Muse

[Chipss]

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.

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.

 

[iz10101]

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.

 

[freddofrog]

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

 

[Chipss]

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

 

[bellbells16]

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??

 

[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

 

[Chipss]

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

 

[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.

 

[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

 

[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.

 

[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

 

[newaroundhere123]

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.

I think she will be, she's girl-bossed too close to the sun too many times

 

[justcuriouso]

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

I thought the video about her parents picking her up and her eye rolling made her look completely stuck up and bratty .. you're right, her real personality is really shining through!

 

[charlottess]

She looks awful and the dress doesn’t fit properly - why does she still insist on modelling the clothes when she just isn’t photogenic at all?

 

[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.

 

[charlottess]

Her latest tiktok bragging about a 30k watch when the quality of odd muse dresses is worse than PLT is literally infuriating

 

[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

 

[KYLIE]

WOW - this is crazy.

Aimee is awful underneath her sickly sweet exterior then…!

 

[bumblebee365]

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

 

[KYLIE]

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

I'm starting to think she has narc traits. She is so self-absorbed.

She lies for attention too.

Other day she said she used to "travel 4 hours a day to ASOS for her job" but she was living at home in Chafford Hundred in Essex which is a 35 minute train to London - she also lived a 10 ish minute walk from the train station. Allow for 20 mins on the tube and that's an hour, maybe an hour and 20 minutes commute - a fairly standard time when travelling to an office from a commuter town.

But of course she has to act like she was performing a pilgrimage to commute to work, she's honestly so weird lool