Looks from RUBY’s new The Light collection. Images supplied.
RUBY‘s latest collection is online and in stores today with the new range designed during our nationwide lockdown. It was quite a different process for Creative Director Deanna Didovich who usually designs in a busy workroom full of people but the opportunity lockdown provided to reset, slow down and create without distraction was beneficial for the designer. The result is a range called The Light which has you covered whether you’re in the kitchen, lounging at home or enjoying a night out.
“On one of my many walks around my neighbourhood during lockdown, I listened to an interview with Dutch Trend Forecaster, Li Edelkoort. Li said that in times of crisis, people love knits as we crave tactility and comfort,” says Deanna Didovich. “She also said that the way we design will reset – there will be less produced and everything will be more thought out and beautiful. This was so interesting to me, because I realised that these few points were a direct reflection of how I was feeling about designing, and the changes that I wanted to make in this post-lockdown life.
My morning and afternoon walks gave me a sense of grounding. Almost everyday I would take the short walk to Western Springs, near my home in Auckland, where I would sit on the lakeside and watch the swans (as dull as that sounds!) in the clean air and golden light. I used those times alone to think about everything and nothing at the same time.
I wanted to cut through the noise and design a more considered collection, rather than scrambling to meet too-tight deadlines with a piece for every box on our checklist. We have been relooking at the number of pieces in our collections and we believe that by limiting the options, we can ensure that everything we produce is the best use of our time, the time of our incredible team of makers, and more time spent focusing on our Toolbox For Change goals.”
Over the past several seasons RUBY have been looking at the sustainability of their production and how to create collections that meet their customer’s needs while also producing pieces that are kind to the environment and will be treasured. This next reflective step continues that journey with a renewed appreciation for the little things and how lucky we are to be here in New Zealand and able to be out and about again.
“When designing this new collection, I was very aware of what I was going to want in the next 1, 4 & 6 weeks in my own wardrobe. In particular a beautiful coat, cosy knitwear and a chic dress to wear to winter dinners. I spent time creating these pieces I was dreaming about, without distraction,” adds Deanna.
The resulting collection beautifully demonstrates the ideas that the designer was ruminating on especially in a new stand out style, the Rooney Coat, in vibrant graphic green check that will be worn for many winters to come. The new Bettina Cut-Out Crush Dress in an iridescent midnight navy is the perfect evening dress and the first dress Deanna wore out to dinner with her girlfriends post-lockdown. As always, there are super soft knits to keep you cosy, new colours in the popular Corvette Trousers and a chic transeasonal trenchcoat in classic camel with the Corvette stripes on the arms.
Like many of us, Deanna spent a lot of time in her kitchen during lockdown exploring new recipes and mastering old, so she decided to create a RUBY apron in one of the brand’s most beloved poppy floral prints. The pretty print also features on a new sleepwear camisole, sleep shirt and matching pants too. The Light may be RUBY’s most reflective range yet but also the most in tune with what the brand’s many customers are looking for right now.