Odd Muse is about to bring its “quiet-luxury aesthetic” to London’s prestigious New Bond Street, becoming the womenswear label’s second store in the capital.
It takes up residence at the ‘Odd Muse Townhouse’ on 4 October, with the name fully justified as it’s taking on the whole five-storey No 77 address to become the brand’s “most elevated retail experience to date” while marking “a milestone moment just five years after its launch”.
Odd Muse founder and creative director Aimee Smale said: “I began to float the idea of opening a store on New Bond Street last year… I was told ‘no’, I was told ‘I could open elsewhere, I didn’t need to take on New Bond Street’.
“But Odd Muse is all about standing tall in luxury conversations and inviting our community into a world luxury fashion previously didn’t think to invite them into.”
She promises it will be “more than just a shopping destination”, emphasising that the space is designed as a community hub, “open to visitors whether or not they make a purchase.… it’ll serve as an accessible hub to ‘luxury’ fashion among the sea of ultra luxury brands.”
Since launching in 2020, Smale has grown Odd Muse from a direct-to-consumer online label into a brand “with seven-figure turnover and a global community of more than 350,000”.
Its ethos of “bridging the gap between fast fashion and unattainable luxury has resonated with a new generation of consumers seeking timeless design and affordability without compromising on quality,” Smale notes.
The latest move follows Odd Muse’s debut permanent flagship in Covent Garden, which opened in November 2023. The Monmouth Street opening was a natural next step after a string of successful London pop-ups, “and quickly became a physical extension of the brand’s e-commerce presence”.
There, shoppers are able to browse Odd Muse’s signature blazers, pearl-adorned dresses and occasionwear, alongside next-day click-and-collect services.
Odd Muse’s “leap” onto New Bond Street reflects a wider trend of digitally native and independent labels breaking into luxury shopping districts traditionally dominated by heritage houses. She added: “Much like brands Ganni and Reformation, Odd Muse is signalling that contemporary, community-led fashion can sit alongside established luxury players, reshaping what aspirational retail looks like for younger audiences.”
