Don't tell her this...
By sophie-milham-1636221b9 · September 18, 2026 · Curated by George's Blog
Don't tell her this...
I’ve never admitted this to her but I hated it when Aimee Smale wanted to get content for her own socials on Odd Muse shoots.
Oh how times have now changed.
As you know, a few years ago, myself and Aimee would tend to go on 3 day trips monthly to shoot new Odd Muse collections.
I’d come with a printed out deck, a day to day itinerary and a what felt like endless list of TikTok ideas for socials.
It was genuinely me and my notes app against time.
I had a plan and as Aimee knows now, I hated when it changed.
So on the occasion where Aimee would turn around and say “that sound would be great for my channels” or “this trend would be perfect from the founder’s perspective”, I could feel myself panicking at what would fill that gap on the content calendar in 2 weeks time.
Therefore, as you can imagine, switching my work brain completely to ‘what shall we capture for Aimee’s socials on set?’ has been quite interesting.
So now as a team, we have to look at it a little differently:
- What makes the most sense to sit on Aimee’s account from a founder’s POV?
- What makes the most sense to sit on Odd Muses’s account without trying to just sell product?
- And how do we consistently differentiate the two?
Safe to say, my notes app has never looked crazier.
Isn’t it funny that the thing I use to ‘hate’, is now well…my job.
You got to love irony.