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my new fave designer

Starting out as a stylist in a new country has meant I've thrown myself into researching the who's who of Kiwi designers and I've found a special one in Australian born Laurinda Sutcliffe. Her label Loobie's Story is to-die-for!

A collection full of colour, wonderful detail and vibrant prints, the brand is stocked in 70 stores throughout New Zealand and more than 150 in Australia, most of which are independent boutiques.

The designer herself describes the label as "luxurious with a pretty, feminine bohemian look ... designed for women 35-plus, targeting the 45-55 age group especially. We are anti wearing black; we are about colour, personality and vibrancy."

I'm completely obsessed with these pieces and I love that Loobie's Story is all about taking flattering, easy to wear and care for garments and reinventing them to suit your lifestyle.

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