- Aimee Smale, founder of fashion brand Odd Muse, has signed with United Talent Agency (UTA) in the agency's Creator Division, with support spanning both its London and New York teams.
- Smale boasts 1.5 million followers across Instagram, TikTok, and YouTube, and brand partnerships with L'Oréal, Bentley, Adobe, and Shopify.
- Odd Muse, the "affordable luxury" brand Smale launched in 2020 at age 22, now generates £22M ($30M) in annual turnover with stores in London's Covent Garden and New York's SoHo.
- The signing signals UTA's aggressive push into the UK creator space, with the agency's UK creator roster having grown over 60% in the past year.
Aimee Smale, the social media creator and founder of fashion brand Odd Muse, has signed with United Talent Agency (UTA) for representation in its Creator Division.
The deal, spanning UTA’s London and New York offices, marks a major step forward for one of British fashion’s most recognized digital entrepreneurs.
Smale launched Odd Muse from her bedroom in 2020 at just 22, riding TikTok’s early boom after leaving her role as a buyer’s assistant at ASOS.
The brand, built around an “affordable luxury,” slow-fashion ethos, has since grown into a £22M ($30M) business with flagship stores in Covent Garden and SoHo. It debuted at London Fashion Week in 2023 and has landed Smale on Forbes’ 30 Under 30 list.
Previously operating independently under her own team, Smale’s move to UTA marks her first formal agency representation.
Active across Instagram, TikTok, and YouTube with a combined 1.5 million followers, Smale has collaborated with L’Oréal, Bentley, Adobe, and Shopify. She recently launched PodMuse, a podcast featuring fashion insights and founder interviews.
UTA has been aggressively building its creator and multi-hyphenate roster. The agency recently added adventurer and TV host Bear Grylls for representation in its Unscripted Television department, and signed The Umbrella Academy star Tom Hopper in a similar deal earlier in 2026.
On the UK creator side, Smale joins a roster that includes Elizabeth Day, Jamie Laing, and Sophie Habboo.
Takeaways
This is a pivotal move, not just for Aimee Smale personally, but for what it signals about where the creator economy is heading. Smale built a £22M brand independently, without a major agency behind her.
Now, landing at UTA’s Creator Division with dual-territory support in London and New York tells you this is about scaling her personal brand globally, not just managing brand deals.
UTA isn’t signing influencers for the sake of it, they’re betting on founder-creators who can operate as businesses in their own right. Smale fits that mold perfectly. With PodMuse in its early stages and Odd Muse eyeing international growth, the timing couldn’t be more calculated.
Could UTA’s backing open the door for Odd Muse to expand beyond London and New York into broader global retail? Does this signing position Aimee Smale for a transition from fashion founder to full media personality?
