Fashion brand Odd Muse boosts Gen Z audience growth and conversions with a strong content mix

Luxury brand Odd Muse (@oddmuselondon) may be about slow fashion, but their rise in popularity has been turbocharged. Founded in 2020, the Gen Z-owned retail brand, which is based in London, went viral by introducing young women to sustainable investment fashion at an accessible price point. From the beginning, Pinterest played a valuable role in growing Odd Muse’s online presence. And the brand saw an opportunity to keep the momentum going, reaching and growing an audience of young women and building a community, by using Pinterest to its full potential.

The goal

Odd Muse knew that Gen Z is Pinterest’s fastest-growing audience,² searching and saving more than other generations.³ Plus, they knew that the main reason Gen Z uses Pinterest is to find information about products or brands.⁴ The retailer hoped that by bringing their products and lifestyle content to Pinterest, they could grow this crucial audience while also driving meaningful engagements and conversions.

The strategy

Odd Muse started by connecting their Shopify catalogue to Pinterest. This automatically turned all their items into product Pins, which include information such as price, availability and a link to the product page to make a purchase. Connecting their Shopify feed also claimed the brand’s website on Pinterest and ensured that any new products would automatically be turned into Pins. Bringing their catalogue to Pinterest gave Odd Muse an immediate influx of content that allowed people to discover and shop for their new favourite pieces all in one Pin.

Once their products were easily accessible, Odd Muse wanted to up their inspiration game to give audiences more opportunities to discover the brand—and drive them back to their profile, which was full of products. Odd Muse realised that while not all images from their photo shoots would make it onto their website, they could serve as added lifestyle content on Pinterest. In August 2024, the brand began uploading all of the content from their shoots to Pinterest to increase their content volume and add extra inspiration. They also added links to each Pin to help drive traffic back to their website. The following month, Odd Muse stepped up their lifestyle content even further by claiming their Instagram account and enabling auto-publish. This automatically turned their Instagram posts into Pins, and made sure that all future content would be cross-posted to Pinterest as well. 

With an ample supply of both product and lifestyle content, Odd Muse wanted to make their content as easy to find and browse as possible. The brand curated their Pins into themed and seasonal boards, such as ‘Pre Fall 24’ and ‘Captured in Cannes’, to highlight collections, new releases, events, vibes and trending styles. This not only grouped similar content together for easy access, but also added context that helped their Pins to appear in searches across Pinterest.

The result

Odd Muse’s mix of products and inspiration into one strong presence helped the brand to reach their ideal audience on Pinterest, providing both ideas for inspiration and opportunities to shop directly. From August 2024 to January 2025, Odd Muse grew their total audience by 32% and their engaged audience by 14%. Their top-performing age group was 18–34, which included their target audience: Gen Z. The brand also saw an increase in conversions, with a 158% increase in ‘add to basket’ events driven by Pinterest, and a 7% increase in average order value.

Tips to try

Get more out of your Pinterest content with these best practices.

Bring your products to Pinterest
There are several ways to upload your catalogue to Pinterest. Pick the one that works best for you to help simplify the process and give your products a new, broader audience.

Don’t forget the inspo
Bringing inspirational content into the mix can give people on Pinterest ideas for how your products might fit into their lifestyle. Plus, it creates more opportunities for them to find and engage with your content... and to discover your other (product) content in the process.

Build a board
Or five. Or ten. The limit does not exist. Curate your content to add additional context and inspiration, which can help your content to easily reach the right people.