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.