Looks from RUBY’s Blue collection. Images by Hannah Davis-Gray.
RUBY‘s latest collection has arrived in stores and online, and is a thoughtful ode to the colour blue. Colour has a powerful influence on our emotions and how we see the world and with this range, appropriately titled Blue, RUBY offer up vibrant and uplifting pieces which are perfectly timed.
Creative Director Deanna Didovich feels that Blue is about much more than her undeniable love for the colour; it represents joy, inspiration and expression. She wanted the collection to embody the innovation and creativity needed more now than ever to navigate our day-to-day lives.
When it came to designing the collection, Deanna was envisaging a sea of Rubettes dancing the night away at the collection’s launch party which comes through in the suitably fun party-ready styles. While that launch party ended up being a lockdown casualty, Blue is the perfect way to add some joyfulness to your life and wardrobe in beautiful shades of Capri, Cerulean, Lagoon and Surf.
It wouldn’t be a RUBY collection without a gorgeous print and the floral story, Butterfly, features a playful Bubble Bloom print that has a retro feel. The charming floral has been utilised for a Jacket, Jean and Silk Dress that has subtle cut outs and a full length skirt. The floaty Bonita crop and skirt set in 100% traced Linen Viscose is perfect for the warming weather as is the the Bay Linen Dress which flows down to a fluted skirt. The always popular Mirella pieces make a return in this range while the bias-cut Aquarius Satin Slip is a dreamy summer option.
The collection imagery was brought to life by local creatives, with the range modelled by Tāmaki Makaurau based contemporary artist Claudia Kogachi, whose artwork appears in the background of the lookbook, and was shot in Level 4 lockdown by friend Hannah Davis-Gray in their home studio. Blue is a central hue of much of Claudia’s artwork and after connecting with RUBY through General Manager Emily Miller-Sharma, Deanna felt that Claudia was perfect for this project. Blue is empowering, uplifting and oh so RUBY.