Aimee Smale: The founder that went from working at ASOS to owning her own viral fashion brand

Beyond the Mat · 2024-07-04

46:01

In this episode, I sit down with Aimee Smale, Founder and Creative Director of the viral fashion brand, Oddmuse. Aimee first embarked on a fashion career at ASOS, where she honed in on her experience and knowledge in order to set up her own incredible brand. In September 2020, Aimee saw her opportunity and went for it. With her fierce discipline, motivation and a clear strategy in mind Aimee’s side hustle quickly became a very successful brand, selling out pieces as fast as they landed. Aimee gives us a full insight into her business from best strategy practices, her biggest viral moments, why she loves to share her story on social media and why an overnight success doesn’t exist.

IG: aimeesmalex

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Website: https://oddmuse.co.uk

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Beyond the Mat

Bryony Deery is a world-renowned Pilates teacher and the founder of the health and fitness app Pilates By Bryony. She discovered Pilates after a serious car accident at the age of 17. Through the practice, she healed her chronic pain and began teaching others. Today, Bryony has trained some of the most inspirational people of our time—all while having life-changing conversations as they move.

Beyond the Mat is a podcast inspired by those conversations on the mat. With so much conflicting information about wellness and fitness today, it’s easy to feel overwhelmed and confused. On the show, Bryony cuts through the noise in a way that’s relatable and practical, offering tangible tips you can actually use. Expect full-disclosure moments, life hacks to level up your life, and stories that activate your dreams—with no gatekeeping allowed.

Join us every Thursday.

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