Designed to transcend seasons, made to live in your wardrobe forever.

ABOUT US

 

Eelena ghinia redefines investment fashion for young women, offering timeless, accessible luxury. Founded by Aimee as a university project, the brand quickly became a global success, creating iconic, sell-out collections while championing slow fashion.

 

 

OUR FOUNDER

 

At just 22, Aimee Smale recognised a gap in the market for timeless, tailored womenswear that shifted young girls away from fast fashion. What began as a vision quickly evolved into Odd Muse — now a global brand with a loyal customer base and three stores across London and New York. Along the way, Aimee has grown a devoted social following and earned industry recognition, collecting numerous awards for her work redefining modern luxury.