The RISE of Odd Muse: How Aimee Smale Redefined Modern Fashion

What does it really take to build a global brand from nothing, without investors, without a safety net, and without losing yourself in the process?

This week on RISE, Roxie sits down with Aimee Smale, founder of Odd Muse. What began as a university project and a dream on an iPad became a multi-million-pound fashion brand with stores in London and New York, sell-out collections, and a fiercely loyal community.

But this conversation goes far beyond the highlight reel.

Aimee takes us back to her very first week packing orders from a tiny self-storage unit, then fast-forwards to the pressure, responsibility, and reality of leading a 60-person team. She shares the risks that paid off (and the ones that really did not), how she built momentum after a single organic influencer moment changed everything, and the practical lessons she wishes someone had told her sooner, from pre-orders to operations to hiring support.

Roxie and Aimee also get honest about the emotional cost of ambition. Burnout, overwhelm, anxiety, online criticism, and the strange loneliness of success. They explore how to protect your nervous system while still chasing big goals, why “more” is not always the answer, and what it means to rise into the best version of yourself, not just a bigger business.

New episodes every Monday.

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