9:39 am - November 9, 2025
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being in front of the electronic camera recently, Aimee Smale broke down in tears. It’s not the very first time the 28-year-old has actually revealed such vulnerability however it marked a big shift in her mindset as in between sobs she identified her clothes business a ‘hazardous beast’.
The Brit Odd Muse creator– whose brand name is now worth over ₤ 5 million– was expected to be having the time of her life in the city of dreams, New york city, however one problem after another has actually left Aimee sensation broken, and here we can expose what has actually actually gone on to leave her relationship on the ropes along with information of the fight that threatens to bring her empire crashing down.
You will have seen the brand name’s supreme sports jacket and structured pearl gown all over social networks, however behind the scenes, camp Odd Muse is bubbling with stress as concerns are raised about business requirements and Aimee’s capability as a manager.
Our expert informed us: “What Aimee has actually accomplished is absolutely nothing except remarkable however she’s met some challenges– the primary one being her claim to be sustainable and the substantial fight that has actually triggered with an online material developer.
” Aimee was openly called out over what her items are actually made from and there were rumours that she stopped another designer from going to the factory in China where her clothing are made, which actually raised eyebrows.
” On top of all that her long term partner is stated to be fighting some insecurities after quiting his own life for Aimee.”
MAJOR MUSE
I was so shy maturing and now my style brand name Odd Muse deserves ₤ 5 million
DUPE-TASTIC
Buyers go to Sainsbury’s to get Odd Muse deceive that will conserve you ₤ 202
The business owner began dating Josh Murrell almost 10 years earlier.
In a current podcast he described how he was dealing with a structure website at the time and had a hard time to get his head around her going to university.
He has stated it took some modification to see her dedicate herself to striving however perfectionist Aimee was figured out to be successful and landed a task at Asos quickly after finishing.
Josh was the one who motivated her to load it in and introduce her own brand name– maybe uninformed of what his life would end up being, however he was and still is a big part of it.
Aimee formerly stated: “When we initially introduced, I keep in mind utilizing a small label printer in my partner’s kitchen area.
” We didn’t completely understand the volume of orders up until we began printing labels and saw the stacks accumulating.”
She made over ₤ 100,000 worth of sales in the very first 2 weeks.
As business grew Josh was having problem with his own self worth and questioning his own profession.
He put his own profession on hold for her however wished to do and be more.
When she began earning money, he invested it in turning homes, however it wasn’t enough and deep down he imagines being a social networks star in his own right.
Speaking openly, he confessed: “I was the very first one to state to you to do it. I have actually constantly supported it. However then another part of me would resemble, you must be doing much better than Aimee. You’re a guy. Like you must be succeeding. You must be supplying.
” And after that when you have actually got the shop in New york city, the shop in London, doing these launches, offering out and I resemble, ‘Wow, I’m simply going to work’. It’s a weird sensation for a guy.”
It’s turned into this substantial beast that I simply do not feel comfy with any longer
Aimee Smale
March of this year marked a big pivotal moment for Aimee and Odd Muse, which she began when was just 22– they opened a shop in New york city, something most designers are desperate to do.
Obviously it wasn’t excessive of a surprise for fans of Aimee.
The diligent previous Asos employee began her organization throughout Covid from her bed room and it ended up being a practically over night success.
She ended up being the face of the business, sharing her low and high, designing the clothing and priding herself on not being quick style.
However behind the scenes we can expose that things in Odd Muse world are extremely unclear.
Experts inform us her social networks executive gave up over the summer season after waiting years to get a promo.
CONCRETE DREAMS
Then when she transferred to New york city she worked with 2 or 3 brand-new individuals for technique and social networks– developing an extremely top-heavy workplace.
The expert stated: “A few of the more junior personnel are feeling neglected actually– it’s actually tough to get a pay increase or promo and after that these brand-new individuals have actually simply been fasttracked in above them.
” There is the basic agreement that Aimee requires to work with a CEO.
” Individuals are worried that Aimee is having a hard time under the weight of all of it and requires somebody with a company head to action in.”
Concerns have actually been raised about the work vibrant too, our expert declared the personnel were all remaining in the very same apartment or condo as Aimee in New York City.
They stated: “When Aimee was up working everybody seemed like they needed to be also.
It’s rather hazardous and these individuals aren’t paid all right for that
An Expert
One task advertisement for the business was using ₤ 23,000 for a consumer experience assistant, which some fans felt wasn’t actually enough. It’s presently simply listed below the basic living wage.
On the other hand, the business has actually likewise come under fire over the products utilized, while she’s been hectic discussing sustainability.
TikTok developer Plz Do not Purchase That called her out for her claims to be a sluggish style brand name and she implicated the business of misrepresenting its sustainability practices.
It triggered a big fight in between the set as they went back and forth over information. Aimee insisted she has actually constantly been transparent about her organization design and even published a screenshot of her compliance report to show her points, along with publishing a prolonged video in which she described the business’s usage of polyester.
Previous Love Island star Brett Staniland, who is now a leading influencer in sustainable style, described: “The Ultimate Muse pearl gown, split sleeve mini gown, sports jacket and numerous others all have the precise very same structure. 75% high grade polyester, 5% spandex and 20% rayon.
” High grade polyester is still a plastic made from oil however it is much better quality than routine polyester making it more resilient with an enhanced feel and look.
” Rayon is a manufactured fiber and frequently described as synthetic silk. It’s a semi-synthetic and primarily can be found in the kind of viscose. It’s made by drawing out wood pulp and putting it through extreme chemical processing which is frequently hazardous and contributes extremely to greenhouse gas emissions.
” Whilst these products utilized are not the most eco-friendly or recyclable, the pieces do appear to have great building and are most likely to last a long period of time and the products all state to be dry cleaned up to assist them last longer.”
He included: ” I would not call Odd Muse an especially sustainable brand name. It can be challenging when the world of sustainable style overtakes you and there are ever more expectations of the brand name you began 4 years ago however a minimum of the creator is truthful about the drawbacks and going to alter things.”
WHAT’S NEXT?
So what is next for the brand name? Aimee has actually formerly stated she does not desire it to simply keep growing and larger– however at the minute it is frequently drawing out brand-new products.
There is no doubt Aimee has actually made a big effect on the planet of style– she has actually assisted countless females begin to comprehend the idea of purchasing less and purchasing much better. However simply just how much better it is than over brand names, still stays to be seen.
And as Aimee broke down today, she confessed to “having a hard time a lot” and feeling “tired” and “unsatisfactory,” informing fans: “In my 5 years of running Odd Muse, I do not believe I have actually ever felt so unlike myself.”
The star admitted: “It simply has excessive control over me and for me, it simply feels rather hazardous since I do not believe I have a strong adequate character.”
Possibly it’s time for Aimee to give up some control– and conserve her relationship and organization at the same time?
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An associate for Aimee stated: “The factory prides themselves on truthful production and continue to reject all defamatory claims that have actually originated from TikTok
” As Odd Muse continues to grow, Aimee is delighted for you, and the Odd Muse neighborhood, to follow along as the brand name reaches its next amazing turning points.”
Aimee Smale’s Leading 5 Service Tips
- Never ever stop thinking in your concept, even when the going gets hard
- Communicate with your clients on social networks and take their feedback on board
- Take dangers that terrify you to construct self-confidence for the next danger you need to take
- Be genuine online to construct a relationship with clients and resonate with them
- Start by doing things that feel low danger, like sketching clothing or preparing organization strategies
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