Loobie's Story

Once upon a time, not so long ago, Loobie's Story began at my dining table. After twenty years as a fashion creative director, I found myself out of a job I loved — and, with a nudge from my new business partner, on an inspiration trip through Europe and Asia with a simple brief: to dream up a new collection.

I wanted something feel-good, uplifting and feminine — pieces that move from day to night with a change of accessories. Think understated glamour, beautiful original prints, joyful colour and natural fabrics like easy-care viscose and silk. You won't find black in our summer collections; we've used indigo from the very start, and each collection is designed to layer and last well beyond a single season.

The name came from a nickname my business partner gave me when we first met — these days, everyone dearest to me calls me Loobie. Ten years on, every piece is still designed for a woman who isn't afraid to stand out in a room full of black.

This is Loobie's Story — a collection that lets you tell your own.

Enjoy with love,
Laurinda (Loobie) x

After more than a decade, the designers behind Loobie's Story are retiring, and Spring 2026 will be their final collection. We're honoured to carry these last, much-loved pieces — so if there's a print or colour you love, now is the time to make it yours before they're gone for good.