The high street store has enticed fashion fans to race to their nearest shop in search of a £14 dress, which looks incredibly similar to a £125 Odd Muse one. Primark in Hackney took to TikTok to ...

This as-told-to essay is based on a conversation with Aimee Smale, 27, the founder of Odd Muse, who lives in London. The following has been edited for length and clarity. At 27, I own a ...

Aimee Smale started her fashion brand Odd Muse four years ago, and it is now a $20 million business. On TikTok, she said she was overwhelmed by how much it has grown and felt out of her depth.

And people in the comments section were quick to point out the similarities between the Primark dress and an Odd Muse offering ... Sleeves? Check. Midi length? Check. Ultra flattering square ...

The Dunnes dress is very similar to this popular Odd Muse London pieceCredit: Odd Muse London And one eagle eyed fashion lover spotted the similarity between the piece and a popular dress from ...

Aimee Smale started her fashion brand Odd Muse four years ago, and it is now a $20 million business. On TikTok, she said she was overwhelmed by how much it has grown and felt out of her depth. The ...

The TV personality, 36, strutted down the corridor holding hands with her new husband, 31, wearing a chocolate brown Odd Muse dress. The couple were also spotted passionately smooching in a lift ...