Aimee Smale, a London based fashion designer, founded her brand Odd Muse in July 2020, aiming to steer consumers away from fast fashion.

Having gone viral on TikTok, her garments have been featured in British Vogue, and worn by celebrities including Chelsea Lazkani, Emma Hernan, Frankie Bridge and Tasha Ghouri. Smale is currently listed as one of Forbes's 30 Under 30 for Retail and Ecommerce after her revenue grew from roughly $550k in 2021 to $2.2m in 2022.