Ruby Springs into Takapuna

Looks from Ruby's No Drama spring/summer 2016/17 collection. 

 

Ruby have a lot to celebrate today with their new Takapuna boutique on Hurstmere Road opening its doors, marking their tenth store in New Zealand. Today also sees the first drop of their new spring/summer collection titled No Drama arriving at all Ruby stores and online.

 
But back to the Takapuna store, which is perfectly timing to coincide with the huge renaissance going on in the area and is a step up from their previous spot sharing the top floor inside The Department Store. "We are thrilled to be a part of the refreshed Takapuna community and look forward to seeing the area thrive," says Managing Director, Christine Sharma. The new boutique is delightfully charming and its white walls are complemented by blush pink furnishings and brass racking. 
 
The No Drama collection is the first to grace the racks of the new store and it's inspired by the intense spirit of female friendship and the work of late photographer Corinne Day, who captured intimate portraits of London youth during the nineties. Designer Deanna Didovich cites Day’s photograph of British model Cecilia Chancellor for Vogue as best encapsulating the Ruby mood this season. The collection features romantic off-the-shoulder ruffles, draped cowl-necks and tight fitting wrap bodices alongside more masculine silhouettes. 
 
Given that spring is such an unpredictable time of year the look is all about layering and pairing the lighter slips and skirts with heavier knits and warm jackets. The British sensibility is referenced in the form of tweed check and sueded silk while the overall feel is the carefree spirit of the nineties when it felt like anything and everything was possible. The signature wild poppy print captures the youthful insouciance of the range perfectly.
 
Ruby also collaborated with London-based collage artist Adam Hale to produce exclusive artwork, which features on a statement sweatshirt seen below. Hale is otherwise known as The Daily Splice, and turns the free magazines he picks up on his daily commute into thought-provoking artwork that’s big on pop-culture whimsy and a superb fit for the Ruby aesthetic. 
 
Celebrate the beauty of friendship at Ruby this season.
 
Ruby's new Takapuna boutique. Image by James K Lowe.
 
 
 
 

 

Images supplied.

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