Home / Business and Economy / Odd Muse Founder Aimee Smale Breaks Down Over 'Toxic' Fashion Empire
Odd Muse Founder Aimee Smale Breaks Down Over 'Toxic' Fashion Empire
27 Oct
Summary
- 28-year-old Aimee Smale, founder of £5M brand Odd Muse, tearfully calls her company a "toxic monster"
- Odd Muse faces backlash over sustainability claims and a feud with an online creator
- Aimee's long-term boyfriend struggles with his own self-worth as the business grows
In a recent emotional video, 28-year-old Aimee Smale, the founder of the £5 million clothing brand Odd Muse, tearfully described her company as a "toxic monster". This outburst marks a significant shift in Aimee's attitude, as the brand she started just 5 years ago from her bedroom has now grown into a major fashion player.
Odd Muse, known for its popular blazers and structured dresses, has faced several challenges behind the scenes. The brand has come under fire for its sustainability claims, with a TikTok creator publicly calling out Aimee over the materials used in her products. This has sparked a heated feud, further adding to Aimee's struggles.
Additionally, Aimee's long-term boyfriend, Josh Murrell, has been battling his own insecurities as the business has rapidly expanded. Josh, who initially encouraged Aimee to start the brand, has found it difficult to reconcile his own career aspirations with Aimee's growing success. The opening of Odd Muse's New York store, a milestone for most designers, has only exacerbated these tensions.
Advertisement
Internally, the company is also facing staffing issues, with some junior employees feeling overlooked and underpaid compared to the new hires brought in to manage the brand's expansion. Aimee's emotional breakdown suggests she may be struggling to keep up with the demands of running a rapidly growing fashion empire.
