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Blue Illusion is a French inspired brand dedicated to the modern woman's pursuit of curated personal style.

Founded by Donna & Danny Guest 20 years ago in Melbourne, Victoria, their dream was to create a boutique that celebrated the spirit of women, their passion for life and generosity of heart. Today, we have over 100 boutiques in Australia & New Zealand still guided by this ethos, under the pillars Fashion, Lifestyle & Community.

With an unwavering commitment to quality & individuality, we create fashion forward classics designed to stand the test of time and help you embrace the Joie de Vivre in everyday.

Newest Arrivals

Thinking global, acting local

Every day we strive to create memorable experiences for our Blue Illusion Community that empower, support & celebrate each other. Guided by our pillars of Fashion, Lifestyle & Community, we aim to make a difference to people’s lives by supporting charities and causes that improve the happiness, health and well-being of communities across the world. Together we can create meaningful ways to foster positive social and environmental change.