RUBY after The End

I like how RUBY takes us on a story with their collections. They are definitely one of the labels in New Zealand with a strong sense of self. They have a real picture of who their customer is and tell her story. It is a visual story, told through clothes. The thing I like about attending fashion shows and this also applies to viewing lookbooks produced in-house by a brand, is that they reinforce this story. As opposed to seeing the garments in clearcut on a white background, or in editorial mixed with other brands on the pages (web or print) of a magazine, a brand’s own visual imagery completes the whole picture. From her hair, her make-up, her footwear, her faciel expression, and the setting, it takes up to a place and a time. It conveys the designer’s inspiration and who this woman is. RUBY have always done this very well visually, and now this extends in the digital age to their online presence too.

This latest Spring Summer collection for 2013/14 is no different. RUBY have created an imaginary world beyond where the heroine of films ‘Plein Soleil’ and ‘The Talented Mr. Ripley’ is at the Italian seaside. She is casual and relaxed by day in her The End roll-up Tee ($119) and wears feminine, floaty gold-flecked dressed at night to visit jazz bars. She is super-chic in a thigh-length camel Talented Trench ($349) with capri cigarette pants Charlie Animal Jean ($289) and ballet flats.

RUBY says, "The End looks at the brighter side of these films, focusing on the beauty of the Ingénues at the heart of these stories, and the colliding American and Italian worlds." It looks to us like she’s living a beautiful life – and beautifully-dressed to boot.

Shop it here to buy RUBY online.

Below: Thread Editor’s Picks of the RUBY SS13/14 collection, The End.