THE STORY
ABOUT DRAMA THE LABEL
A QUICK NOTE (FOR THOSE JUST PASSING THROUGH)
Hi There !
My name is Arlene the Founder and Designer of Drama the Label
Drama has always been part of my world — just not in the way you might think!!
I didn’t create Drama to add more noise.
I created it to take it away.
The overthinking.
The “what do I wear?”
The feeling of getting dressed being harder than it should be.
No drama. I’ll wear Drama.
Thoughtfully designed pieces that feel easy, look considered, and fit in a way that simply works.
Clothing that lets you get on with your day — knowing you look good, because you feel good.
THE STORY (FOR THOSE WHO WANT TO KNOW MORE)
Drama has been woven through my life from the very beginning.
I grew up surrounded by fashion — tailors, milliners, makers. My grandparents and parents were deeply connected to the industry, and my dad was an artist. Creating was never something separate from life — it was just how things were done.
My maiden name, O’Loughlin, lives on through my sister brand LOUGHLIN CLOTHING CO. — a nod to that lineage, to where it all began.
But Drama The Label is our main brand and one that lives on and live strong.
THE IDEA
Eight years ago, I saw a gap — not in fashion, but in how women feel about getting dressed.
That daily moment:
What am I going to wear?
Is this right?
What’s the dress code?
It felt like unnecessary pressure. Like getting dressed had become… a drama.
I wanted to change that.
Drama The Label was created to take the drama out of getting dressed — while still letting women keep drama where it belongs: in their wardrobe.
Because honestly…
No drama, I’ll wear Drama.
And really — what’s life without a little Drama?
THE BACKGROUND
I trained in design, studied textile science, and started my career as a patternmaker — learning the craft from the ground up.
I then ran my family’s manufacturing business here in Christchurch, which gave me a deep understanding of production, quality, and what it actually takes to make clothing properly.
From there, I went overseas — working across Australia, France, and the UK — designing for brands like French Connection, Topshop, and Miss Selfridge, until I came back to NZ posistioning in companies supplying for many New Zealand Labels that you know and love.
Those years shaped everything — perspective, standards, and a clear understanding of where fashion can evolve … and how to do it better.
THE BRAND TODAY
Today, everything is designed in our Canterbury studio.
Our collections are stocked in over 35 boutique stores across New Zealand, and every piece begins with intention — from silhouette to fabric.
I personally source our materials, working closely with small, dedicated factories and long-standing international connections, including contacts I built while working in Paris.
Because for me, fabric, fit and style well they are ..... everything.
THE PHILOSOPHY
The goal has always been simple:
To create clothing that feels easy, looks considered, and never compromises on quality.
Call it luxury — but without the intimidation.
Pieces that women can reach for without overthinking.
Clothing that works across real life — from tailored suiting to effortless denim, from elevated dresses to knitwear you actually live in.
Designed primarily for women 40+, but never defined by age — only by confidence.
THE POINT OF IT ALL
At the end of the day, it’s not just about clothes.
It’s about removing friction from your life.
Giving you something you trust.
Something that just works.
So you don’t have to think twice.
"Whats life without Drama .... the label ?"
Enjoy !! xx