Loobie's Story

Loobie’s Story is a new label launching for Spring Summer 2010 and Thread went along to the Penthouse at the Quadrant Hotel on 20th July to meet the designer and hear all about the new women’s wear brand…

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Loobie’s Story is a new label launching for Spring Summer 2010 and Thread went along to the Penthouse at the Quadrant Hotel on 20th July to meet the designer and hear all about the new women’s wear brand.

If you are after bright colours, beautiful silks, and luxurious cottons then the new women’s label Loobie’s Story – the new collection by Laurinda Sutcliffe – is the brand you need to know.

This month’s launch of Loobie’s Story came out of her passion and desire for creating something that was unique yet affordable.

You know those pieces you find but are just that fraction too expensive? This range is a mixture of exotic, bohemian pieces, with a touch of international flare – without the international price!

Creative duo, Laurinda and Brent Sutcliffe have spent many years in the fashion industry with designing popular labels Catalyst and Obi and it just happened that doors opened for them at the right time to be able to make their dream into reality.

“Un-ashamedly kiwi” is how Lucinda likes to describe her label. "There was a gap for something fresh; I could never find anything I liked in NZ stores." The bright colours and floaty fabrics are a nice change from the structured, dark typical New Zealand look. These pieces are designed to be lived in.

Versatility and affordability were key; most pieces have the ability to be worn three ways. Fabrics are soft and tactile using natural fibres, silks and cottons.

And price-wise, the majority of the pieces don’t exceed $200 – which we like!

Capturing youthfulness was another vital ingredient to the collection; being able to feel sexy whatever age you are. The range is a mix of daywear, evening and even something for that special occasion.

Items will hit the floors in three weeks. You’ll be able to find Loobies Story at Vincent, Hartley, Westfield and selected independent boutiques.

Story by Stacey Gillies 21 July 2010.
Read Stacey’s fabulous fashion blog here www.fashionfairground.co.nz