Odd Muse: The Real Story Behind Aimee Smale’s £28M Fashion Empire
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Odd Muse: The Real Story Behind Aimee Smale’s £28M Fashion Empire
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From working at ASOS, to running the UK’s fastest growing fashion brand - this is the truth behind how Aimee really did it. Friends from the start, Aimee and Isobel reflect on the highs and lows of Oddmuse.
In this episode, Aimee and I chat about:
• How Isobel and Aimee first crossed paths - with Selling Sunset stars and an unforgettable trip to LA
• The Odd Muse TikTok strategy that sent the brand viral (and how Isobel helped make it happen)
• Handling hate and the tough side of being a founder-led brand
• Deciding, not defining, what success really means
• Sustainability in fashion (yep, we went there)
• Aimee’s must-have beauty favourites and a peek inside her handbag
Whether you’re dreaming of owning a fashion brand, love fashion or an entrepreneur - buckle up and enjoy this one!
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