About

About Us

Launched in 2017, Cloud Blvd is a modern Australian lingerie destination featuring collections of women’s lingerie and accessories. Our design perspective is shaped by Sydney itself, by its natural beauty, warmth, and the ease of everyday life here. We create lingerie sets that feel effortless and versatile, pieces intended to be lived in while still holding a sense of playfulness and cheeky femininity.

Our Process

Living with lingerie every day shapes how we approach each collection and each piece. We have an intimate understanding of proportion, materiality, and function that can only come from working with it so closely. Our designs always begin with fabric. We are constantly searching for materials that hold a certain texture or tone that feels worth building around. From there, each piece develops within a broader design context.

We work closely with experienced makers and pattern cutters to refine each design over time. We create lingerie we would genuinely want to live in ourselves, pieces that feel considered, expressive, and effortless to wear beyond a single occasion.

We won’t ever sit there and study demographics or try to build customer profiles, or design by checklist. We make effortless lingerie from beautiful fabrics that you can wear for an occasion or simply all the time. Whoever that resonates with is who we design for.

Our Store

We love having a store because lingerie is about having fun. If you are guided by the right person, it can be a moment of full expression where you can be your own designer. Our stores are built around thoughtful, personal service, where customers feel comfortable exploring, experimenting, and discovering pieces. 

We consider it such a privilege to be part of that process. Ideally, we want our customers to feel beautiful, not for others, but for themselves. When we manage to do this, we have the most beautiful job in the world, making people happy through lingerie.

What's with the White Uniforms?

There’s a book called Chroma by Derek Jarman. It’s an essay on colour, and in it he writes that only the foolish or the very rich wear white. We are neither foolish nor rich. Mostly, we just think it looks nice.