Former ASOS employee earns £56,000 a day: the success story of Odd Muse.

According to The Sun: The enterprising girl quit her boring office job at ASOS and now earns up to £56,000 a day.

Aimee Smale transformed her fashion brand Odd Muse from a bedroom hobby into a multi-million empire.

The twenty-year-old has secured her place among luxury brands by opening her first flagship store in the UK on the exclusive New Bond Street in London.

Humble Beginnings

A few years ago, Aimee worked in an administrative role earning £21,000 a year, feeling unsatisfied while working from home during the pandemic.

But with great determination, she started her own business selling logos for £10 to Brits launching small businesses during lockdowns.

Opening up to Grace Beverley on the podcast Working Hard, Hardly Working, she recalled how this cheap business became a real goldmine:

“I was doing 30 logos a day at one point.

“Leaving ASOS, staying up all night on the computer just to create logos. But it brought me £12,000 for Odd Muse.”

Aimee dreamed of her own fashion brand and began saving money to launch her fashion empire.

She invested all her earnings into her first stock order, admitting she was 'almost arrogant', confident in her success. She ordered 100 pieces of her now-iconic jacket, which sold out within days, quickly covering her costs.

A turning point for Odd Muse came when influencer Lorna Luxe bought the jacket, triggering a massive sales surge.

Aimee shared:

“I remember saying to everyone – everyone was asking who should wear your brand, and I was like Lorna. The person I want.”

“She actually bought it, posted it on her story, and it changed the game for me.”

The success of the Ultimate Muse Blazer was followed by the launch of the Pearl Dress, which sold out in one minute.

The brand made over £100,000 in the first three months and became a serious hit, earning an incredible £5.2 million in 2023.

Fashion Visionary

Aimee aimed to create timeless, luxurious clothing that young women could afford, offering an alternative to the world of fast fashion.

She previously said to The Sun:

“I just remember thinking about fashion when I graduated university at 21, that it was all free fast fashion, and the luxury sector was unattainable.

“I just wanted to offer an alternative to the fast fashion segment and justify a price that encourages re-wearing and investing in your wardrobe.”

Flagship Store Opening

Now Aimee has officially claimed one of the most prestigious places in the fashion world, opening her new store on October 3rd.

Despite her huge success, she admitted on TikTok that she still fears whether anyone will come to her events, a fear that quickly dissipated when 2,000 eager fans showed up at a recent sample sale.

The fashion mogul acknowledged that she was even warned against making the bold move to Bond Street.

“I was told no… I didn’t need to go to New Bond,”

But Aimee was determined to create a space for her loyal fans,

“inviting our community into a luxury fashion world that previously hadn't welcomed them.”

The shy girl from class has now become the face of her own business, using her down-to-earth personality on TikTok to connect with thousands of customers around the globe. She believes this authentic approach has helped build a massive community, with an impressive 60% of orders coming from the USA.

Meanwhile, the brand's permanent boutique in London’s Covent Garden celebrated its second anniversary in March.

From her bedroom to Bond Street, Aimee's incredible journey shows what can happen when you have a bit of northern grit and a brilliant idea. As she says, seeing addresses from all over the world coming in made her realize:

“Odd Muse is going to be something big.”

Aimee Smale's story is an example of how passion and determination can turn a hobby into a successful business. Her journey from humble beginnings to a prestigious spot in the fashion market is inspiring and showcases the opportunities available to those willing to take risks and act. Given the sharp rise of her brand and the successful launches of new collections, it can be expected that Odd Muse will continue to firmly establish itself in the global fashion industry.