"Our slogan is Loobie's Story: 'A Life Well Lived'. It is for women having great lives; who've had their kids, lived and gained experience and are devoting more time to themselves.

"It is about coming to terms with who you are and who you want to be."

So far the response from fashion and lifestyle media has been of collective interest and delight over both the story behind the collection and the collection itself. Far removed from the typical toned down New Zealand designs the collection breaths life into summer wardrobes and has broad appeal for all generations of women.