Oh La La Cheri

Oh La La Cheri is an American lingerie label founded in 2007 that designs and sells boudoir lingerie, costumes and plus-size sets online and through department stores. Its website is operated by a United States company, SD Retail II LLC, and sells in dollars with free shipping on larger American orders. The French name and a Paris-themed social media handle are styling, not geography: nothing the company publishes places it in France.

That distinction is the main correction this entry makes. The label is often filed, this museum's database included, as a French brand.

A French name on an American label

American lingerie has borrowed French words for well over a century, because "French" has long been shorthand in English for lingerie that is meant to be seen. Oh La La Cheri follows that habit with some enthusiasm. The name is two French expressions run together, and the brand's Instagram handle adds "Paris" at the end.

The legal small print tells a different story. The site's terms of service name SD Retail II LLC as the operator, rely on American legal frameworks such as the Digital Millennium Copyright Act and the Export Administration Act, and limit promotions to United States residents. The brand does not publish a street address on its main pages, so this entry does not give a city. But the country is clear enough. Oh La La Cheri is an American business with a French accent put on for effect.

What Oh La La Cheri makes

The company says it takes "a design-first approach" and creates "lingerie with a unique signature look." That matters for classification. It is a design label with its own product, not a reseller of other brands.

Its range is aimed at the bedroom rather than the office. The site groups it into teddies, babydolls, bra sets, corsets, chemises, bodysuits and catsuits, with a separate line of costume lingerie, a bridal collection and fetish-styled pieces. Its own tagline is "Sexy Lingerie for the Bedroom & Beyond," and the "beyond" covers costume and party wear.

These categories put the brand in a well-defined corner of the American market, near names such as Dreamgirl, Leg Avenue and Yandy. Pieces in this segment are usually sold in small-medium-large sizing rather than band and cup sizes, cut from stretch lace and mesh, and priced for a single occasion rather than daily wear.

Plus sizes ahead of the market

The detail the brand stresses most is size range. Its brand story says that its first plus-size collection arrived "11 years ago," and plus-size versions now run through most of its categories, from babydolls to bridal pieces. The page does not date that sentence, so this entry does not convert it into a calendar year.

The emphasis is commercial as much as principled. In boudoir and costume lingerie, plus-size customers were for a long time an afterthought, offered a few dark stretch styles while the full range stopped at a large. A label that extended its whole range was taking business that competitors were leaving on the table.

Selling online and wholesale

Oh La La Cheri sells two ways. It runs its own direct-to-consumer site, with a points-based rewards program and gift cards, and it wholesales to department stores and other retail accounts. Its brand story says it works with a network of 66 influencers, which is how a label of this kind now does most of its advertising: through try-on videos and styled photos rather than catalogs or magazine pages.

The combination is typical of mid-sized American lingerie houses that grew up online in the late 2000s. A design team produces a large number of styles each season, the website tests them, and the best sellers go out to retail partners.

In the archive

The museum holds 20 Oh La La Cheri pieces. They are filed here as an American brand, founded in 2007, whatever the name on the label suggests, and they sit with the costume and boudoir labels rather than with the French corsetry houses their name borrows from.

Last updated October 7, 2026