Blue is Here to Stay: RUBY’s Blue 2021 Collection

Colour has the power to influence our emotions, our actions and how we view the world. RUBY Creative Director Deanna Didovich presents Blue, a collection forged from this frame of thinking. Blue is much more than their undeniable love for the colour; it represents joy, inspiration and expression. It embodies the innovation and creativity needed now more than ever to navigate the day-to-day.

The limited-edition collection is energetic, unexpected and out of the Blue.

Far from monochrome, Blue explores four main shades in its colour palette: Capri, Cerulean, Lagoon and Surf.

While designing this collection, Deanna envisaged a sea of Rubettes dancing the night away at the Blue party initially planned for the launch. The effervescent floral story, Butterfly, in a Bubble Bloom print imparts joy to anyone who lays eyes upon it. So aptly named, this floral is imagined in an array of pieces with the Jacket, Jean and Silk Dress being standout looks in the collection.

Designed for movement, the Bonita set is floaty in form, made from 100% traced Linen Viscose, while the Bay Linen Dress glides across the body to a fluted skirt. In contrast to these silhouettes, the classic Belize Shirt and Short are made in a lightweight cerulean cotton, versatile and effortlessly cool, embroidered with the collection’s logo.

Aligning with the energy that this collection exemplifies, RUBY has collaborated with local creatives throughout its evolution.

Stepping into a new 3D realm with Department of Arts, their digital content helped bring the concept to life. Modelled by Tāmaki Makaurau based contemporary artist Claudia Kogachi, whose artwork appears in the background of the lookbook, was shot in Level 4 lockdown by friend Hannah Davis-Gray in their home studio.

With blue featuring at the centre of much of Claudia’s work, a natural connection was formed and it felt fortuitous that she would be a part of this project.

Try something new, shift your perception and take a look at the world through Blue coloured glasses. You never know what may come of it.

First arrivals from the RUBY Blue arrives in store and online from Friday 24th September 2021.