90% matchOh Polly
Bodycon and corset party dresses, drop-led hype
What changes: UK-based, slightly higher price and heavier influencer machine
Brand profile
Babyboo
Founder-led Sydney e-commerce label selling affordable going-out and eventwear, from bodycon and corset dresses to formal gowns, sold worldwide via limited drops.
SydneyOrigin
WomenswearFocus
Y2KStyle
$$Price
What to know about Babyboo
Babyboo is a Sydney-based, direct-to-consumer womenswear label founded in 2011 by Argylica Conditsis, who started by embellishing shoes at home and selling them on Facebook, and later built the business with her brother William. It centres on going-out and eventwear: bodycon and corset dresses, satin slips, formal gowns, jumpsuits and separates, plus shoes and jewellery. The brand remains founder-owned and unfunded, ships internationally, and uses limited drops, restock waitlists and heavy Instagram and TikTok marketing to drive demand rather than wholesale distribution.
If you like Babyboo
90% match
88% matchShowpo
Fellow Sydney founder-led going-out e-tailer
What changes: Broader trend range including casual and workwear
85% matchTiger Mist
Melbourne take on body-con party separates
What changes: More festival/streetwear leaning, less formal gown
80% matchBeginning Boutique
Aussie occasion and festival edit, multi-brand
What changes: Retailer stocking other labels, not a single in-house line
Brand facts
- Founded
- 2011
- Origin
- Sydney, Australia
- Made in
- Australia
- Price
- $$
- Focus
- Womenswear
- Styles
- Y2K, Minimalist / Contemporary, Athleisure / Sportswear