babylikestopony, Australia

Located on one of Sydney’s most iconic avenues, Oxford Street in Paddington, babylikestopony has established itself over the past fifteen years as a unique destination in the lingerie retail landscape. Founded in 2010 by Meg W., the boutique was born from a radical change of direction: leaving the highly structured world of event management and project coordination to embark on a deeply personal entrepreneurial journey. 

A decision guided less by market logic than by strong intuition: to create the space she would have loved to find as a customer. Behind the 23-foot-long display window, opening onto Paddington’s greenery and jacaranda trees, the boutique develops a minimalist, fashion-forward, almost museum-like aesthetic.

Here, there is no typical profile: entrepreneurs, architects, and business or creative professionals cross paths, united by a shared sensitivity for strong, well-made pieces. Human relationships are at the heart of the model: no sales pressure, only sincere guidance, grounded in listening and long-term connection.

Here, there is no typical profile: entrepreneurs, architects, and business or creative professionals cross paths, united by a shared sensitivity for strong, well-made pieces. Human relationships are at the heart of the model: no sales pressure, only sincere guidance, grounded in listening and long-term connection. 

Each customer is seen as the beginning of a relationship, often extending well beyond the act of purchase. Independent since its inception, the boutique has grown without ever compromising its convictions. A rare longevity, which its founder attributes to the coherence of the project and a loyal community, patiently built against the tide of easy solutions.


We love the life-size carousel at the heart of the boutique: a playful and unexpected sculpture that has become an emblem of the space, perfectly embodying the free, bold, and singular spirit of babylikestopony.