Sunshine, burnt earth, and retro poolside glamour were all key inspirations behind the Ruby Spring Summer Diamonds collection in store now. Picture a young Elizabeth Taylor, shoulders exposed in a high waisted pant, large brimmed hat with cocktail in hand and you are right where Ruby designer Deanna Didovich wants you to be. Diamonds is a festival perfect collection, our shoulders will be tanned and we can all slip so easily from daytime relaxation to poolside party, I just wish the lookbook gal was more excited to be there!
I have a little chat below to Deanna from Ruby about the Ruby girl and the Diamonds collection...
K - You're one of the only NZ brands who have adopted mid seasonal drops, what made you decide to work this way?
D - Over the past few years people’s shopping habits have changed due to so many factors- the availability of fast fashion, and so much being available instantly online. Our customers love to be surprised with new product that they can have as soon as they see it!
K - The RUBY brand has grown and changed so much since its inception, how would you describe the modern RUBY girl?
D - Our RUBY girl is playful, fresh and charming. Feminine with a hint of tomboyish charm.
K - You've included a bikini in this collection, and often have a few lingerie pieces, is this a direction that you would like to build more in the future?
D - I love swimwear! Each season we like to offer one or two under pieces that are fun and complimentary to the collection.
K - If you were heading to Palm Springs to wear the "Diamonds" collection in the setting that inspired it what five pieces would you take?
D - I would take the Baja Trackies and Champs Jacket for the plane ride, the Love Letters playsuit and Angels Straw Hat for poolside and the Cabana Gown in white for warm nights by the fire pit.
K - Who would you love to see wearing Ruby this summer?
D - Liz Taylor in her youth of course...
K - Beach or pool?
D - Both, depending on the location!
K - Pina Colada or Moscow Mule?
D - 100% Moscow Mule
K - When you're not busy designing RUBY what do you like to do in your spare time?
D - My job can be quite demanding at times, with my head always somewhat on the job, however in my downtime I love being able to travel, visiting family and friends
Shop the Diamonds collection online at Ruby here
Background Photographs - Unable to find credits on Google images, but thank you they were fun to collage! / Original Lookbook photographer - Karen Ishiguro / Stylist - Amelia Holmes
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