What Makes Loobies Story Different From Every Other Brand

Most Australian brands lean hard into either minimalism or maximal occasion wear. Loobie’s Story has carved out a quieter middle ground — elevated resort pieces that sit somewhere between Spell’s bohemian excess and Esse Studios’ restrained linen. The result is a label that works for garden parties and Saturday brunches without crossing into costume territory, though it’s never quite landed the cult recognition of either extreme.

Founded in Sydney with a focus on romantic, European-influenced silhouettes, the brand builds its collections around midi dresses, tailored blazers, and lace separates. Price points range from $240 to $530 AUD, averaging around $371 — positioned below Zimmermann and Aje, but well above high-street alternatives. What you’re paying for is print exclusivity and a specific aesthetic consistency that carries across seasons.

The 5 Pieces Worth Owning

1. The Antionette Midi Dress

The Antionette Midi Dress is the brand’s signature silhouette — fitted through the bodice with a modest V-neck and a bias-cut skirt that hits mid-calf. Currently available in three colourways (dusty pink, sage, and navy floral), it’s designed for movement without the cling of jersey. The full-price version sits at $529.95, though one variant is marked down to $370.95.

This is the piece most often spotted at spring racing events and coastal weddings. The fit runs true to size through the waist but narrow through the bust — size up if you’re a DD+ cup. The bias cut means the hem can stretch unevenly over time if you don’t rotate pieces.

2. The Regalia Midi Dress

Similar construction to the Antionette, but the Regalia Midi Dress leans into bolder prints with a slightly lower neckline. Priced at $335.95 on sale (regular $479.95), this is where Loobie’s Story shows its strength — graphic florals that photograph well without reading as juvenile. The sage and rust colourway works year-round; the pale pink version is strictly spring/summer.

Worth noting: the shoulder seams sit slightly forward, which creates a rounded posture if you’re broad-shouldered. Try before committing if you’re above a size 12.

3. The Keira Lace Jacket

The Keira Lace Jacket is the brand’s most versatile layering piece — currently $279.95, down from $559.95. The lace is heavier than expected, more structured than delicate, which means it holds shape over knitwear or dresses without looking precious.

The cream colourway is the most practical (works over navy, burgundy, forest green), but it will show discolouration if you wear it frequently in summer. The cropped length hits at the natural waist, which works well with high-waisted trousers or midi skirts, but can truncate the torso over dropped-waist styles.

4. The Vana Midi Dress

The Vana Midi Dress is the brand’s entry-level piece at $239.95 (originally $479.95). The print is softer, more watercolour than graphic, which makes it easier to style but less distinctive. The cut is slightly looser through the waist than the Antionette, so it works for fluctuating sizing or post-lunch comfort.

This is the piece to buy if you’re new to the brand and unsure whether the fit will work for your proportions. The sleeves are three-quarter length, which can read dated depending on how you style it — keep accessories minimal and modern.

5. The Conrad Blazer

The Conrad Blazer in latte is the brand’s nod to tailoring, currently $239.95 down from $479.95. The construction is lighter than traditional suiting — unlined with a relaxed shoulder — which makes it more versatile but less polished. It works layered over slip dresses or with denim, but it won’t hold up in corporate settings.

The single-button closure can gape if you’re full-busted; the lapels sit better open. This is a fourth-layer piece, not a statement blazer.

How to Style Each

The Midi Dresses

All three midi dresses (Antionette, Regalia, Vana) follow the same styling logic: keep everything else simple. The prints do the work, so accessories should recede. A low block heel or leather sandal, small gold hoops, and a structured crossbody bag in tan or cream. Avoid competing patterns or metallics.

For cooler months, layer the Keira Lace Jacket over any of the midi dresses. The lace adds texture without pattern clash. A fine-knit cardigan in camel or navy also works, but avoid chunky knits — they’ll overwhelm the delicate proportions.

The Conrad Blazer

The Conrad works best as a layering piece over neutral basics: a white tee and straight-leg jeans, or a linen tank with wide-leg trousers. The latte colour is warm-toned, so it pairs better with cream, rust, and olive than stark white or cool greys.

Don’t try to dress it up with tailored trousers and heels — the unstructured cut will look unfinished. Keep it casual and it reads intentional.

What Pairs With What

The brand’s strength is in its colour consistency — the dusty pinks, sages, and creams repeat across collections, which means pieces layer well season to season. The Keira Lace Jacket works over all three midi dresses. The Conrad Blazer pairs with the Vana dress for a softer, layered look.

Where it falters: the prints don’t mix well with each other. If you own multiple Loobie’s Story dresses, you’ll need to build separate capsules around each one. The florals are too distinct to share accessories or outerwear in a single outfit rotation.

Who Should Shop Here

Loobie’s Story works best for:

• Women in their late 20s to 40s looking for event dressing that isn’t overtly trendy — garden parties, spring racing, daytime weddings
• Size 8-12 frames with proportional busts — the fitted bodices and bias cuts are designed for a specific silhouette
• Resort wardrobes — the fabrics and prints are built for warm weather and low-humidity climates
• Those prioritising aesthetic over longevity — these are pieces you’ll wear 10-15 times across two seasons, not wardrobe staples you’ll still reach for in five years

If you’re above a size 14, busty, or prefer relaxed fits, the tailoring will work against you. The brand runs narrow through the shoulders and bust, and the bias cuts can cling in unflattering ways on curvier frames.

If you need corporate-appropriate tailoring or year-round layering, look to Sass & Bide or Camilla and Marc instead — both offer more structured cuts with better fabric weight for Australian offices.

Where to Find the Best Prices

Most Loobie’s Story pieces are heavily discounted mid-season, with markdowns ranging from 30% to 50%. The current sale prices reflect typical reductions — the Keira Lace Jacket at $279.95 (down from $559.95) and the Vana Midi Dress at $239.95 (from $479.95) are representative of the brand’s regular discount cycle.

Full-price purchases rarely represent good value. Wait for end-of-season sales or shop curated boutiques that stock previous seasons at permanent markdowns. The brand’s aesthetic doesn’t shift dramatically year to year, so buying last season’s prints won’t date your wardrobe.

The pieces worth paying closer to full price for: the Antionette Midi Dress in a neutral colourway (navy, sage) and the Keira Lace Jacket. Everything else can wait for 40%+ off.