Style File: Deanna Didovich from Ruby


Designer Deanna Didovich from Ruby


Deanna Didovich is the talented designer behind popular womenswear brand Ruby and her creative direction has seen Ruby develop into an elegant, modern label while maintaining its youthful charm. Her collections are always fresh, exciting and full of covetable pieces that see her designs regularly sell-out as loyal followers enthusiastically shop their favourite looks. 


We caught up with Deanna to find out more about her label, what inspires her and what you would never catch her wearing!


Tell us about your latest collection?

Our Pre-fall '16 collection that was launched in stores and online last week, was primarily influenced by Central and Eastern European Folklore.  I looked particularly towards my Croatian heritage, and decided to do a modern take on traditional costuming.  


What made you become a designer? 

I always had a passion for textiles and creating, and this lead me towards the fashion industry early on.


What inspires you?

It depends on the season!  The concept for Pre-fall was inspired by a trip to Croatia I made last year.  


Describe your personal style and how it influences your products and brand?

My personal style is reflected in the clothing I create.  I love colour and texture, and mixing simple staple pieces in ivory, navy and denim, with quirky counterparts.


What is your all-time favourite purchase? 

My gold charm necklace I brought in Croatia when I was 12.  It has a charm for each of my initials, an anchor, and a traditional Croatian filigree ball.  It very rarely leaves my neck.


Looks from Ruby's Pre-fall 2016 collection.


What wardrobe item should every woman invest in?

It depends on your lifestyle, for me I love to invest in good footwear and high-quality basics.


Do you have a style rule you always obey?

For my body shape, I love to wear anything with a waist, so I try to avoid looser, sack shapes.


What has been the highlight of your career so far?

There have been lots of exciting highlights, including numerous runway shows, great reviews, and amazing press. I can’t choose one!  I’m hoping there are still lots of highlights to come!


What can’t you live without?

Having great, supportive and loving people in my life.


Finish this sentence – You would never catch me wearing…  different coloured nail polish on my fingers and toes.


Looks from Ruby's Pre-fall 2016 collection.


Find out more about Ruby's Pre-fall 2016 collection here.


Images from Ruby

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