Shoppers flock to David Jones as cult British brand lands in Australia

Aussies are flocking to a major retailer after it announced a cult British brand famed for a popular viral dress is now stocked in stores.

Shoppers flock to David Jones as cult British brand lands in Australia. Picture: Supplied

A cult British brand has launched in Australia, causing many to rush to stores to get their hands on the popular designer.

Odd Muse, a “slow fashion house” created by Aimee Smale, hit shelves in select David Jones stores across the country at the end of last month.

The brand rose to instant popularity with its timeless creations after its $360 pearl-lined dress went viral on TikTok.

But until now, Australians had been unable to purchase from the popular Odd Muse collection without incurring costly global shipping fees, and running the risk of needing to pay a second time if a garment needed returning.

David Jones is now selling cult British brand Odd Muse in Australia. Picture: Instagram/OddMuse

Shoppers have been flocking to try on its cult products and sharing videos on social media. Picture: TikTok

“We’re thrilled to welcome @oddmuselondon to Australia, exclusive to David Jones,” the retailer said in a recent announcement.

“Hailing from the United Kingdom, Odd Muse has gained cult-status for its timeless, versatile silhouettes designed to last.

“Discover the label online now, coming soon to our Elizabeth St, Bourke Street, QueensPlaza, Claremont Quarter, Adelaide Central Plaza, Canberra Centre, Pacific Fair, Chadstone and Bondi stores.”

Aimee Smale launched the ‘slow fashion house’ in 2020. Picture: Instagram/OddMuse

Stock has already begun hitting shelves, with Aussies taking to social media to share videos trying on the luxury womenswear brand’s iconic dresses.

“Finally got to try the viral brand Odd Muse … these dresses are some of the most flattering I’ve tried on in a long time,” one Sydney woman shared.

“These days it’s really hard to find elegant clothing that fits well, but the designer has put so much thought and effort into these dresses.

“You can tell by the quality, the lining, the fit … everything.”

Another tried on the brand’s “cap sleeve mini dress”, which retails for $320, captioning the clip: “PSA: Aussie girlies. Odd Muse is in Aus now.”

While one woman, who explained she was a size 12, tried on a number of the designs and declared she was blown away.

“So glad I tried their sizing, quality is amazing and the fit is great as well. They go up to a 3XL,” she said.

Some Aussies were thrilled by the fit of the garments. Picture: TikTok

While others were unimpressed. Picture: TikTok

Overwhelmingly though, shoppers were delighted they could try the famous designs on, which hadn’t previously been possible. Picture: TikTok

However, not everyone was impressed with the sizing, stating the gowns were “short” and “too generous” in the bust area.

One, who tried on the infamous pearl-lined dress, said that while it was “gorgeous”, it “was not made for the flat chested”.

Another said she “really wanted to love Odd Muse but the dress was “so low” on the bust.

Despite this, many social media users were thrilled to discover the brand was now available in Australia, stating they were “obsessed”.

“It’s all so flattering and chic,” one wrote.

“BRB, I am running to David Jones,” another said.

As one exclaimed: “Wait, Odd Muse is at DJ’s?”

Smale quit her job at ASOS to launch Odd Muse. Instagram/Aimee Smale

Aimee Smale quit her job at ASOS and founded the clothing brand in 2020 with the aim of steering consumers away from fast fashion brands and toward quality basics.

Her line features classic dresses, jumpsuits and blazers and according to Forbes, revenue grew from roughly $US 550,000 ($AU 819,000) in 2021 to $2.2 million ($AU 3.3 million) in 2022.

She recently signed a five-year lease for the brand’s first bricks and mortar store in London, with Smale describing the move as “crazy”.

“Odd Muse has been 3 years of diving head first into the unknown and this project made all sleepless nights, over the countless risks I have taken in total belief this will truly be the best mid luxury womenswear brand, worth it,” she wrote on Instagram recently.

“Opening our flagship store has been a labour of love from myself and all the muses. Last project of the year, so I shall sit back and plan the craziness that 2024 has to bring.”