If you haven’t heard of before now, I can guarantee you’ll recognise them. Following their launch in 2020, they hit viral status, quickly becoming the go-to brand for influencers and those in the fashion know for elevated everyday wear and chic, simple occasion wear. Their now iconic mini dresses have been spotted on some of the most stylish names, including and , while their belted sold out on launch and continues to be one of their bestselling styles today.
Add to that pop-ups in New York and a LFW show and you've got one hardworking brand on your hands. So, what does it take to run an influencer approved brand? Well, to find that out I spoke to founder Aimee Smale who talked me through her typical 9-5. Alongside her secret for staying on top of a busy schedule (a productivity planner, FYI) to what a founder wears in the office day to day, she let me in on the secrets behind their upcoming second pop-up store and Odd Muse’s exciting resort 2025 drop.
Here’s what she had to say...
this was way before the team I now have! Now I usually get up around 7:00AM, I have an alarm as a contingency but I’m normally up naturally just before. I check my emails, which is a habit I’m trying to change. coffee or ! It’s just a moment completely to myself, before I start my day.
day to day, you can find me in one of our Odd Muse simple statement sets with a blazer. I just feel super put together, confident and chic. and work independently from home around 2-3 days a week.
, eve.
