The women’s label Odd Muse is preparing to bring its quiet-luxury aesthetic to the prestigious New Bond Street in London, marking its second permanent store in the capital.
A Five-Storey “Townhouse” as the Ultimate Statement
On October 4, the brand will unveil Odd Muse Townhouse, occupying the entire five-storey address at No. 77. The name is apt: it promises the brand’s most elevated retail experience to date and celebrates a milestone just five years after its launch.
Founding Vision: From Hesitation to Bold Ambition
Founder and Creative Director Aimee Smale revealed that she first began entertaining the idea of opening on New Bond Street last year, despite being advised otherwise. She said: “I was told no; I was told I could open elsewhere, that I didn’t have to take on New Bond Street.” Yet, Smale emphasizes that Odd Muse is about asserting itself in conversations around luxury—and inviting its community into a world of fashion that previously felt out of reach.
More Than Shopping: A Community-Focused Role
Smale insists the new space will be more than just a shopping destination. She envisions it as a community hub, open to visitors regardless of whether they make a purchase. The store aims to act as an accessible entry point into luxury fashion, distinct from the ultra-luxury enclaves around it.
Rapid Growth & Brand Philosophy
Since launching in 2020, Smale has scaled Odd Muse from a direct-to-consumer online label into a brand generating seven-figure turnover with a global community exceeding 350,000 people. Her guiding philosophy—bridging the gap between fast fashion and unreachable luxury—resonated with a new generation seeking timeless design and affordability without compromising on quality.
From Covent Garden to Monmouth Street
This move follows Odd Muse’s first flagship store in Covent Garden, which opened in November 2023. The subsequent opening on Monmouth Street was a natural progression after a series of successful London pop-ups; it quickly became a physical extension of the brand’s e-commerce presence. At that location, shoppers can browse signature blazers, pearl-embellished dresses and occasionwear, along with next-day click-and-collect services.
A Trend: Digital Natives Entering Luxury Zones
Odd Muse’s entry onto New Bond Street echoes a broader trend: digitally native and independent labels breaking into luxury shopping districts once dominated by heritage houses. Smale draws parallels to brands like Ganni and Reformation, noting that Odd Muse signals contemporary, community-led fashion can coexist alongside established luxury players—redefining what aspirational retail looks like for younger audiences.
