Odd Muse Founder Aimee Smale Breaks Down Over Accusations of Being a ‘Fast Fashion’ Brand

Fashion entrepreneur Aimee Smale, the 27-year-old founder of rising mid-luxury brand Odd Muse, has tearfully spoken out against a wave of online abuse she says she’s received following accusations that her label is misrepresenting itself as a slow fashion brand.

In an emotional TikTok video, Aimee appeared makeup-free, visibly distressed, and mouthing words while wearing a grey jumper. She captioned the post with a heartfelt message: “A bit heartbroken today I can’t lie, the abuse I’m receiving is overwhelming. I shouldn’t look but it’s hard when the accusations are so wild and untrue.”

While Smale did not name anyone specifically, the backlash is widely believed to have stemmed from American influencer @plzdontbuythat, a self-described “apparel educator,” who recently criticized Odd Muse for allegedly labeling itself as slow fashion, despite what she claimed were clear signs the brand operates more like a fast fashion company.

The Accusations

The influencer, who has also previously called out other fashion labels including House of CB, posted a video titled “My thoughts on Odd Muse calling itself ‘slow fashion’”. She argued: “Within about 42 seconds of entering the website, it’s really clear they are fast fashion by every sense of the definition.”

She noted Odd Muse’s heavy use of polyester, claiming that most of its pieces couldn’t be labeled as “investment fashion” simply because of high prices or polished aesthetics.

“It is my belief that there is zero room for you to call a polyester dress an investment piece – which is like 95% of what the pieces are.”

Aimee’s Response

Aimee, who has often modeled her own designs, hit back on TikTok the following day. Sharing images of herself in Odd Muse apparel, she wrote: “Odd Muse is my literal baby. I work so f***ing hard and I am so proud of how much I have grown this brand with integrity.”

She strongly refuted the claim that Odd Muse was fast fashion, adding: “I won’t listen to people who don’t understand fast fashion tell me I am fast fashion. It’s so offensive.”

She defended her brand’s values by referencing a BSCI (Business Social Compliance Initiative) audit, showing that Odd Muse received a top-grade “A” rating, which covers ethical practices like fair wages, employee rights, and safe working conditions.

“All I’ve ever wanted to do is help others and challenge the norms behind the industry I am in. The accusations are so wild and untrue.”

What Is Odd Muse?

Founded in Brentwood, Essex, Odd Muse positions itself as a timeless, non-seasonal, mid-luxury label offering structured pieces like tailored dresses, skirts, and two-pieces. Items generally retail from £50 to £180 and are marketed as “investment pieces” that last beyond trends.

The brand has built a strong following on social media, with many fans praising its fit and quality. Still, critics argue that the use of synthetic materials and quick stock turnaround challenge its slow fashion credentials.

What Is Slow Fashion, Really?

Slow fashion prioritizes quality over quantity, with a focus on long-lasting materials, ethical labor, and low production frequency. The controversy over Odd Muse highlights the growing tension in the industry between branding and transparency.

Aimee’s Final Words

In her final remarks, Aimee addressed the toll the controversy has taken: “The last time I’m addressing the bullying that has gone on these last few days. Just want anyone who is experiencing this right now to reach out — I just want to be there for others.”

She ended her video with a firm message directed at her critic: “Leave me alone now please x.”