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Odd Muse makes brick-and-mortar debut in Covent Garden

Chloe Burney
01 March 2023

Digital fashion retailer Odd Muse is opening its first brick-and-mortar presence with a pop-up shop in Covent Garden this Spring.

Founder Aimee Smale launched Odd Muse in September 2020, after leaving a two-year career in the buying office at ASOS. With her label, the aim was to bridge the gap between fast fashion and unattainable luxury.

Odd Muse is a slow, luxury womenswear brand, initally launched online in 2020. In just three months, the company hit six figures. Since then, in the short span of two years, it has turned over seven figures and boasts a social reach of over 350,000 people.

On the brand's YouTube channel, Smale said that she wanted to tackle "wear it once culture", introducing "slow fashion to the typical fast fashion consumer". Starting the business in her bedroom, she created timeless silhouettes with fabrics that promise to stand the test of time.

Odd Muse’s pop-up store is opening this March, located at 4 Slingsby Place, Covent Garden. The 3,000 sq ft retail space will offer existing best-selling products to visitors as well as exclusive new launches throughout the five weeks.

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