This report analyzes the competitive landscape for Odd Muse, a contemporary fashion brand defined by its “quiet luxury” aesthetic, structured silhouettes, and positioning in the attainable luxury market. The analysis employs a specialized Fashion Brand Ranking Methodology (FRM) to identify and rank the top 10 competitors based on their aesthetic alignment, price positioning, and social influence.
The analysis reveals that Odd Muse faces its most significant competition from brands that either share its structured, viral appeal (House of CB) or its minimalist, high quality aesthetic (The Frankie Shop and Dissh). The ranking highlights that while Odd Muse is a leader in its niche, it is highly vulnerable to competitors that can match its aesthetic while offering greater scale or a stronger commitment to quality perception.
Odd Muse Brand
Odd Muse, founded by Aimee Smale in 2020, has rapidly grown by focusing on timeless, minimal, and structured designs . The brand operates in the attainable luxury space, with a price point typically ranging from £90 to £350, appealing to Gen Z and Millennial consumers seeking investment pieces that embody the “quiet luxury” trend without the traditional luxury price tag. Its success is heavily driven by founder led marketing and high social media virality, particularly for its signature structured dresses and blazers.
2. Fashion Brand Ranking Methodology (FRM)
The FRM was designed to prioritize competitors based on their direct threat to Odd Muse’s unique market position. The five weighted dimensions are:
| Dimension | Weight | Description |
| Aesthetic & Design Alignment | 35% | Overlap with Odd Muse‘s structured, minimal, and timeless aesthetic (e.g., blazers, clean lines). |
| Positioning (Affordable Luxury) | 25% | Alignment with the “attainable luxury” price tier (£100–£400) and brand prestige. |
| Slow Fashion & Quality Perception | 15% | Consumer perception of quality and “investment piece” status vs. trend driven consumption. |
| Social Virality & “IT Girl” Status | 15% | Strength of presence on TikTok/Instagram and influencer led demand generation. |
| Target Audience Overlap | 10% | Direct competition for the Gen Z/Millennial demographic looking for versatile work to evening wear. |
3. Top 10 Odd Muse Competitors
The following table presents the scoring and final ranking of the top 10 competitors, ordered by their Total Brand Competitiveness Score (TBCS).
| Rank | Competitor Brand | Aesthetic (35%) | Position (25%) | Quality (15%) | Viral (15%) | Audience (10%) | Total Brand Competitiveness Score (TBCS) |
| 1 | House of CB | 9 | 8 | 7 | 10 | 9 | 8.50 |
| 2 | The Frankie Shop | 10 | 7 | 9 | 8 | 8 | 8.45 |
| 3 | Dissh | 9 | 9 | 8 | 7 | 9 | 8.40 |
| 4 | COS | 9 | 8 | 8 | 6 | 7 | 8.00 |
| 5 | Massimo Dutti | 8 | 8 | 9 | 5 | 7 | 7.85 |
| 6 | Sézane | 7 | 8 | 9 | 7 | 8 | 7.80 |
| 7 | Reformation | 6 | 7 | 8 | 9 | 8 | 7.35 |
| 8 | Pixie Market | 8 | 7 | 6 | 7 | 7 | 7.30 |
| 9 | Meshki | 6 | 9 | 5 | 9 | 8 | 7.10 |
| 10 | St. Agni | 9 | 6 | 9 | 4 | 6 | 7.05 |
4. Analysis of Key Competitors
1. Rank 1: House of CB
House of CB is the top competitor, scoring 8.50. While its aesthetic is more overtly glamorous and less “quiet” than Odd Muse, it is a direct rival in the structured, high impact event wear category. Its perfect score in Social Virality and high Audience Overlap means it competes directly for the same customer looking for a statement piece that will perform well on social media. The comparison between the two brands is frequently made by consumers.
2. Rank 2: The Frankie Shop
The Frankie Shop is a critical competitor, scoring 8.45. It achieves a perfect 10 in Aesthetic Alignment due to its focus on oversized, minimalist, and structured tailoring, which is the epitome of the “quiet luxury” trend. Its high score in Quality Perception makes it a strong alternative for the Odd Muse customer who prioritizes a high fashion, investment piece feel, particularly in blazers and outerwear.
3. Rank 3: Dissh
Dissh, an Australian brand, scores 8.40 and is a strong rival in the minimalist, neutral aesthetic space. Dissh’s high score in Affordable Luxury Positioning and Audience Overlap means it is a direct competitor for the everyday, elevated essentials that complement Odd Muse’s statement pieces. Its focus on natural fabrics like linen also appeals to the “slow fashion” values of the target market.
4. Rank 4: COS
COS sits slightly more minimal and workwear leaning, scoring 8.00, but its structured dresses and tailoring still compete for the same closet space. COS leans more architectural and less corseted, but its clean lines, monochrome outfits and sculptural dresses overlap with Odd Muse’s more pared back pieces. Appears regularly in “quiet luxury high street” and “office to dinner capsule” content, which is exactly the styling context Odd Muse aims for.
5. Rank 5: Massimo Dutti
Massimo Dutti is a higher tier Inditex brand that competes on the value end of quiet luxury with a score of 7.85, more office leaning and classic, with fewer party silhouettes, but tailored coats, blazers and midi dresses align with Odd Muse’s more subdued pieces. Strong global retail footprint and presence in “Zara alternatives” and “elevated high street” content, which targets the same styling moodboards as Odd Muse.
6. Rank 6: Sézane
French label Sézane appeals to a similar millennial and Gen Z shopper who wants elevated, scoring 7.80, feminine pieces that feel special but wearable. Sézane leans more Parisian romantic (prints, knits, blouses) than Odd Muse’s sharp London tailoring, but both deliver “dressed up” everyday looks. Very strong email, Instagram, and community model; frequently appears in “European brands to build a capsule wardrobe” lists.
7. Rank 7: Reformation
Reformation is best known for its eco messaging and wedding guest dresses, but competes closely with Odd Muse on silhouette and ticket price, scoring 7.35. Reformation’s fitted midi dresses, square necklines and corset inspired fits strongly resemble Odd Muse’s square neck and halter midi best sellers. Reformation is consistently present in “what I’d wear to…” and “quiet luxury dress” TikToks.
8. Rank 8: Pixie Market
Pixie Market, with a score of 7.30, is a New York based label frequently cited in “brands like Odd Muse” and “brands like The Frankie Shop” lists. Pixie Market’s sculpted tops, corset inspired dresses and voluminous mini dresses echo Odd Muse’s structured minis and volume skirts. Niche but potent; appears often in capsule wardrobe and “minimalist but not boring” haul content.
9. Rank 9: Meshki
Meshki, with a score of 7.10, ranks 9th. Meshki sells fitted, minimalist eveningwear and blazer dresses that mirror Odd Muse’s “ultimate muse” uniform, often in neutral palettes. Very strong on Instagram and TikTok, where “stores like Meshki” and “brands like Odd Muse” videos frequently reference both brands.
10. Rank 10: St. Agni
St. Agni, score of 7.05, operates at a more minimalist, artisanal end of the spectrum but still competes for the same “adult, curated wardrobe” customer. Less occasionwear/corset, more clean tailoring, knit dresses and leather pieces, but aesthetically aligned on neutral palettes and longevity. Strong within the “slow fashion” and minimalist community, where Odd Muse is also praised for “slower, more considered” drops and re cuts of core shapes.
Strategic Implications
The competitive landscape suggests that Odd Muse must maintain its distinct identity by:
1. Reinforcing Quality: To compete with The Frankie Shop, COS, and Sézane, Odd Muse must continually reinforce its Slow Fashion & Quality Perception to justify its price point against brands with greater scale and established reputations for material quality.
2. Sustaining Virality: To counter House of CB and Meshki, Odd Muse must continue its founder led, high impact social media strategy to maintain its “IT Girl” status and drive demand for its signature silhouettes.
3. Expanding Core Aesthetic: The brand’s strength lies in its structured pieces. Expanding this core aesthetic into new, versatile categories will be key to fending off competitors who offer broader, more established ranges (e.g., COS, Massimo Dutti).
