RUBY’s new collection is a continuation from their Pre-Fall 2017 collection ‘La Collezione’ which was an ode to an Italian Princess. “This half of the collection is much more romantic and whimsical, with touches influenced by Italian designer Piero Fornasetti,” said Deanna Didovich. All of RUBY’s collections include a trans-seasonal element, whether it’s a jacket or silhouettes that can be layers, as this is always an important part of the range because of New Zealand’s unpredictable climate.

A highlight in the new AW17 range is the Ophelia Coat in Steel Blue. Didovich said she cannot wait to get her hands on the Hydra set which features a cropped trouser and blouse combo in a soft wash chambray which was designed for work and the weekends.

Ensuring that they are creating something that is relevant, new and exciting is their biggest challenge, especially in an environment where there is so much choice. The turnaround from conception to stock delivery takes a few months but can change depending on the season.

Over the years RUBY has slowly transitioned into producing smaller collections more frequently throughout the year and currently produce between six to eight RUBY collection per year. RUBY also produces approximately 60 percent of their collections locally and 40 percent offshore. “We have a really strong relationship with all out factories and have an Ethical Policy to ensure our product is manufactured under fair and safe working conditions. We are very honest and open with our production processes. You can find everything you wish to know about our RUBY Ethical Policy on our website,” Didovich explained.

When starting a new collection, Didovich said deciding to start with fabric or design completely depends on the mood she is in. “Sometimes a fabric or print will set the tone for the collection, yet other times it will be a simple idea that will set the wheels in motion.”

RUBY’s textiles are sourced from a number of local and offshore suppliers. This particular collection showcases a mixture of textiles to reflect its trans-seasonal nature. Some of these include; wool meltons, hammered print cotton, washed chambray, distressed denim, and sand washed tencel. The colour palette is a mixture of RUBY neutrals; navy, rose and khaki, with hits of sparkle and divine merlot red.

The print designs are created mostly in-house. “Our collections will always have strong signature prints as this is such an important part of the RUBY aesthetic,” she added.

Didovich also said the team loves to give their customers an insight into their design process and how the collections come together. “It helps to bring them to life and is a really important process to help the flow from design through to creating our beautiful imagery.”