Fashion retailer Odd Muse has unveiled its first pop-up shop in London’s Covent Garden, to allow customers to shop the collections “in person for the first time ever”.

Odd Muse was founded in 2020 and describes itself as a luxury, slow-fashion brand that “focuses on having pieces in your wardrobe that will last forever”, aiming to bridge the gap between fast fashion and luxury.

The 3,000 sq ft store, which opened on March 11, will welcome shoppers over five weeks and is located on Slingsby Place, Covent Garden, “at the very heart of London’s prime shopping scene”.

The pop-up will stock the brand’s best-selling lines including the ultimate muse blazer, as well as exclusive new products weekly and its new fragrance. 

Odd Muse said shoppers could also expect goodie bags from beauty retailer Iconic London and in-store giveaways.

Founder Aimee Smale said: As an ecommerce brand, built in lockdown, I’m so excited to bring a physical presence to Odd Muse. A London store is a big dream of ours.We are so excited to run this event for five weeks, to connect with customers old and new, and we hope it will widen our opportunities for more activation events such as this, in the UK and worldwide for the future.”