Loobie's Story: A Merging of Urban Essentials with a Hint of the Exotic
Loobie's Story is a story about a love for life and a life well lived. Founded in New Zealand in 2009 by Laurinda and Brent Sutcliffe, the brand began around a dining room table and grew into one of the most beloved contemporary women's fashion labels in Australia and New Zealand. The name Loobie's Story comes from a playful nickname given to Laurinda, and that spirit of personality, warmth and joy is woven into every collection. Designed in New Zealand, each loobies story collection is a merging of urban essentials with a hint of the exotic; a story is a collection that lets you tell your own unique and ever-changing story through beautiful fabrics, vibrant prints and effortless silhouettes inspired by the world's most extraordinary places.
A Collection Born from a Love of Travel and the Joy of Dressing
Each seasonal Loobie's Story collection is inspired by a distinct global location, from the Sahara to the Amalfi Coast, bringing a new visual language of colour, print and texture to every woman who wears it. Loobie's Story aims to combine urban essentials with exotic influences in fashion, producing uplifting and feminine clothing that transitions from day to night with ease. Natural fabrics including cotton, silk blends and linen form the foundation of every collection, with each garment crafted to move with the body and celebrate individuality through beautiful prints, joyful colours and thoughtful detail. The Loobie's Story La Boheme collection celebrates individuality and creativity through silk blends and linen in a rich colour palette spanning indigo, ecru and vibrant fuchsia, with crochet, lace and smocking details that elevate every piece into something truly special.
Current season highlights at Lana Berg include the intricate crochet cotton of the Loobie's Story Mischa Blouse, the soft stretch sateen of the Gilded Lotus Dress and the relaxed elegance of the Opaline Shirt Dress. The Byzantium Mesh Dress in indigo and the Casella Mesh Dress offer flattering midi silhouettes in buttermilk and winter white colourways, perfect for day-to-evening wear. For refined femininity in a shirt style, the Versailles Shirt in Evergreen brings signature contrast print detailing, while the Garbo Blazer in soft cotton and spandex is a unique and versatile wardrobe essential for relaxed, polished layering. The bestselling Loobie's Story Blaire Pant in soft chambray is a customer favourite, praised for its beautiful drape, flattering cut and easy-wearing comfort across every occasion.
Shop Our Loobie's Story Collection at Lana Berg: Authorised Stockists Australia Wide
Lana Berg is proud to be one of the authorised Loobies Story stockists Australia-wide, offering the full collection online with delivery to every state and territory. Visit the Loobie's Story collection to discover new arrivals and current season pieces, browse the sale for reduced-price styles currently on sale, and shop the full range of dresses to find your next Loobie's Story favourite. With over 50 products available across the collection spanning regular price and sale styles, there is always something new to discover. Free express shipping applies to all orders over $180, with delivery in one to three business days.
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Get a styling session with the Lana Berg team at no extra cost! All consults happen in our store.
Meet Your Stylist
Lana has been in fashion retail for over 30 years, starting at age 16. She has a sharp eye for pieces that balance current trends with timeless style.
Her color analysis skills mean she can match clothing to your skin tone and eye color, and her read on sizing gives you a reliable fit. She specializes in versatile, mix-and-match wardrobes built for real life — whether that's everyday wear, work, or holidays — so what you end up with is practical and put-together.
Frequently Asked Questions
Yes, Lana Berg ships Australia-wide to every state and territory, including Sydney, Brisbane, Perth, Adelaide, Hobart, and Darwin. Orders are dispatched within one business day via Australia Post or StarTrack.
- Free Express Shipping on all orders over $180
- Express Delivery: 2–4 business days after dispatch
- Standard Delivery: 4–8 business days after dispatch
We also ship internationally. International rates and times are calculated at checkout.
Yes. Lana Berg is a boutique at 346 Clarendon Street, South Melbourne VIC 3205, open Tuesday to Saturday. Visit us in person for complimentary styling with Lana and Karen, who have been dressing Melbourne women since 2003. Phone +61 3 9690 8702 to book a styling appointment.
- Tuesday to Friday: 10:00 AM – 4:30 PM (appointments available 4:30–5:30 PM)
- Saturday: 10:00 AM – 4:00 PM
- Sunday & Monday: Closed
Yes. Lana Berg is an authorised Australian stockist for every brand we carry, including Monari, Mela Purdie, Sacha Drake, M.A. Dainty, Curate by Trelise Cooper, Alembika, Johnny Was, Desigual, and 30+ others. All garments are sourced directly from the brand or their official Australian distributor, never grey-market or counterfeit.
Each product page includes fit notes from our team — how the fabric sits, whether the cut runs true to size, oversized, or fitted, and any stretch profile. We carry Australian, European, and Italian sizing across our brands, and conversion guidance is on every product page. For personal advice, contact our styling team via live chat or email — we can advise based on your measurements and the specific brand's cut.
We carry sizes 8 to 18 and specialise in flattering, well-cut pieces for every body type.
We accept returns for refund or exchange on all full-price items, provided they're in original unworn condition with tags attached. Return requests must be initiated within 7 days of delivery. Sale items are exchange-only.
For a comprehensive overview of eligibility, processes, and our commitment to quality, please review our full refund policy page.
Join via the email signup form at the bottom of any page or at checkout. VIP members receive:
- 10% off every purchase, no minimum spend
- Free Express Shipping on orders over $180
- Early access to new collections and sales
We recommend cold machine wash on a delicate cycle with a mild, eco-friendly detergent. Avoid tumble drying. Air-dry in the shade to preserve fabric integrity, colour, and shape. Some pieces (silk, wool, sequins) require dry cleaning. Always check the care label sewn into the garment first.
We've been styling Australian women for over 20 years and we want your investment pieces to last.