In the fast-paced and competitive world of fashion, Odd Muse has emerged as a standout brand. Founded by Aimee Smale in August 2020, this label has captivated audiences with its innovative marketing, founder-driven storytelling, and carefully curated, high-demand collections. So, what’s the secret behind Odd Muse’s remarkable rise to success? Let’s take a look.
From a Bedroom Dream to a Global Brand:
Odd Muse began in Aimee Smale’s childhood bedroom, where the founder handled everything from designing to shooting the first collection. By September 2020, the Ultimate Muse Blazer debuted, quickly becoming the brand’s bestseller. This piece embodied Odd Muse’s ethos from day one: timeless design and a trans-seasonal colour palette.
October 2020 marked a pivotal moment for Odd Muse when influencer Lorna Luxe organically purchased and shared the Ultimate Muse Blazer in Camel on her platform. This gave the brand visibility among a wider audience and solidified its place as one to watch in the fashion world.
Odd Muse’s journey is dotted with impressive milestones that boosted its growth:
In 2021, the brand hosted a resort launch party in Los Angeles, attended by Emma Hernan from Selling Sunset, further elevating its status.
In October 2022, the launch of the Pearl Dress sold out in under a minute. This event signified a turning point for the brand, propelling it to even greater success.
Odd Muse now boasts a store in Covent Garden, London, and has hosted pop-ups in New York, bringing its aesthetic and appeal to an international audience.
The Odd Muse logo achieves timeless elegance through its carefully chosen serif font, reminiscent of high-end fashion house designs. Serif fonts are often associated with heritage and sophistication, perfectly aligning with Odd Muse’s commitment to creating timeless, trans-seasonal pieces. The slight contrast in letter thickness adds depth and refinement, striking a balance between modernity and classic appeal. The use of lowercase letters in “oddmuse” softens the overall look, giving it a more approachable and relatable feel, especially for a younger, fashion-forward audience.
The logo’s composition is equally thoughtful, with clean, well-spaced typography ensuring clarity and professionalism. The addition of “LONDON” beneath the primary text reinforces the brand’s prestigious origins, tying it to the globally recognised fashion capital and enhancing its credibility. Minimalism is a core aspect of the design, as the absence of intricate elements creates a sleek aesthetic that complements the brand’s ethos of understated elegance. This simplicity also makes the logo highly versatile, allowing it to adapt seamlessly across various applications, from product tags to storefronts, without losing its impact.
Ultimately, the Odd Muse logo succeeds because it is clean, adaptable, and deeply rooted in luxury branding principles. By blending timelessness with modernity, it resonates with its audience while reflecting the brand’s focus on creating high-quality, enduring fashion pieces.
Fall in love with your idea and have so much fun with it! I never started a brand to start a business & I think that is what sets Odd Muse apart.
Aimee Smale, the founder of Odd Muse, has strategically positioned herself as the face of the brand. Through TikTok and other platforms, she shares insights into her journey, product development, and the business side of fashion. This approach, known as “founder marketing,” fosters a personal connection with customers. It allows followers to see the authenticity behind the brand, transforming Odd Muse into more than just a label—it becomes a relatable story. This strategy has been particularly effective in driving engagement and creating a loyal customer base.
Instagram and TikTok play a central role in Odd Muse’s marketing. Videos featuring behind-the-scenes glimpses and relatable business advice attract both aspiring entrepreneurs and fashion enthusiasts. This strategy not only humanises the brand but also taps into TikTok’s and Instagram’s algorithms to reach a wider audience. For instance, Smale’s TikTok content often goes viral, generating organic interest and reinforcing brand loyalty.
Odd Muse releases collections in small, curated drops, creating a sense of exclusivity and urgency. This “drop” strategy, inspired by streetwear culture, ensures that customers view each piece as a coveted item rather than just another product. By focusing on timeless and minimal designs, Odd Muse appeals to a broad audience while avoiding fast-fashion trends.
Odd Muse’s designs reflect a balance of boldness and minimalism. The brand’s iconic cinched blazer set the tone for its aesthetic. The focus on flattering, timeless silhouettes ensures the pieces remain relevant, encouraging repeat purchases and word-of-mouth recommendations. Odd Muse emphasises premium quality over quantity, which has helped establish a reputation for thoughtful craftsmanship.
Odd Muse’s success stems from its ability to blend the exclusivity of luxury fashion with the accessibility of digital storytelling. By releasing products in small quantities and leveraging founder-driven content, the brand has carved out a unique niche. It resonates with a modern audience that values authenticity, quality, and exclusivity. Interested to find out more? Check out their website here! (All images used in this blog are from their website and social pages).
We’re truly impressed with the thoughtful design, cohesive branding, and consistent social content choices that Odd Muse has implemented. It’s inspiring to witness the remarkable progress the brand has achieved in just four years. Odd Muse owes much of its success to its strong digital footprint, showcasing how modern marketing strategies can drive exponential growth. This fashion brand offers valuable insights for entrepreneurs in any industry, proving that with creativity, focus, and determination, it’s possible to stand out even in a highly competitive market.
We love seeing brands like Odd Muse rise to the top, thriving in saturated spaces and carving out their own unique path. It’s a powerful reminder that pursuing your passion and following your dreams can lead to incredible success, and maybe one of the best decisions you could ever make.
Want to elevate your start-up? Contact us today and let’s discuss how we can take your brand to the next level.
