Odd Muse, the womenswear label identified for its quiet-luxury aesthetic, is about to open its second London retailer – a five-storey townhouse on the celebrated New Bond Street.
Opening on 4 October, the Odd Muse Townhouse is described by the model as its “most elevated retail experience to date”, marking a milestone second simply 5 years after its launch.
Aimee Smale, Founder and Creative Director of Odd Muse, stated: “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.”
The townhouse shall be greater than only a buying vacation spot, with Smale emphasising that the area is designed as a neighborhood hub, open to guests whether or not or not they make a purchase order. It’ll function an accessible hub to ‘luxury’ trend among the many sea of extremely luxury manufacturers together with Gucci, Chanel, Louis Vuitton and the remaining.
Since launching in 2020, Smale has grown Odd Muse from a direct-to-consumer on-line label right into a model with seven-determine turnover and a worldwide neighborhood of greater than 350,000. Its ethos of bridging the hole between quick trend and unattainable luxury has resonated with a brand new era of customers in search of timeless design and affordability with out compromising on high quality.
Odd Muse, Covent Garden
The transfer follows Odd Muse’s first everlasting flagship in Covent Garden, which opened in November 2023. The child pink clad shopfront on Monmouth Street was a pure subsequent step after a string of profitable London pop-ups, and rapidly grew to become a bodily extension of the model’s e-commerce presence. There, customers are in a position to browse Odd Muse’s signature blazers, pearl-adorned clothes and occasionwear, alongside subsequent-day click on-and-acquire companies.
Odd Muse’s leap onto New Bond Street displays a wider development of digitally native and impartial labels breaking into luxury buying districts historically dominated by heritage homes. Much like manufacturers Ganni and Reformation, Odd Muse is signalling that up to date, neighborhood-led trend can sit alongside established luxury gamers, reshaping what aspirational retail appears like for youthful audiences.