Fashion Brand Owner Breaks Down in Tears Amid Online Abuse Allegations
The owner of fashion brand Odd Muse, Aimee Smale, has spoken out about the online abuse she has received after being accused of misleading consumers about her brand’s sustainability credentials. According to a report by the Daily Mail, Smale, 27, shared a video on TikTok, visibly distraught and in tears, claiming she had been subjected to a wave of online bullying.
As reported by the Daily Mail, the controversy began when American influencer @plzdontbuythat, who describes herself as an ‘apparel educator’, posted a video accusing Odd Muse of masquerading as a ‘slow fashion’ brand. The influencer alleged that Odd Muse’s products, which include form-fitting dresses, structured two pieces, skirts, and trousers, retailing from around £50 to £180, are actually fast fashion garments.
The Daily Mail reported that @plzdontbuythat claimed Odd Muse’s products, primarily made from polyester, cannot be considered ‘investment pieces’. In response, Smale took to TikTok to defend her brand, calling the accusations ‘wild and untrue’. She shared a video, accompanied by a lengthy caption, stating that she was ‘heartbroken’ over the ‘bullying’ she had received online.
As quoted by the Daily Mail, Smale said: “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.” She also expressed her commitment to her brand’s values, stating: “I work so hard and have been so integral with my journey… I can’t tell you the amount of things I have said ‘no’ to and challenged in my journey because they do not align with my values.”
The Daily Mail reported that Odd Muse is seen as a mid-luxury brand that prides itself on being ‘timeless’ and ‘non-seasonal’, and markets itself as producing ‘investment fashion’ pieces for women around the globe. Smale also shared a screenshot of the results of a recent BSCI (Business Social Compliance Initiative) audit, for which Odd Muse received the highest grade possible, grade A.
According to the Daily Mail, BSCI audits assess social compliance and working conditions within a company, such as employee rights, fair pay, occupational health and safety among others. Smale concluded the video with a short message seemingly aimed at the apparel educator, which read: “Leave me alone now please x”.
The controversy highlights the growing scrutiny of fashion brands’ sustainability claims and the importance of transparency in the industry. As reported by the Daily Mail, @plzdontbuythat continued to call out Odd Muse, saying that their garments aren’t ‘investment pieces’. However, Smale maintained that her brand operates with integrity and adheres to high standards.
The Daily Mail’s coverage of the story can be found at: https://www.dailymail.co.uk/femail/article-14727455/Owner-popular-fashion-brand-breaks-tears-offensive-videos-claimed-sustainable-clothes-actually-fast-fashion.html.
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