I’m pretty sure that if Taylor Swift were to buy items of New Zealand fashion, RUBY would be the brand she would choose. It’s feminine and youthful yet chic garments have a huge popular following and they have a real sense of fun – evidenced in tonight’s fashion week show that featured actors wearing the collection and dancing hilariously to “Who rules the world? GIRLS!”
The collection, ‘Tonight Tonight’, was quite different for a regular NZ Fashion Week show, in that it was made available for purchase directly following the show and then throughout all eleven of RUBY’s nationwide stores, the very next day – which is usually the premise for the fashion weekend public in-season shows.
It wasn’t just summery in-season fashion though; there were beautiful coats including a bell-sleeved dark blue coat I love. There was a strong Seventies vibe throughout, with paisley, chiffon, turtleneck sweaters, dungarees, and shades of the ultimate 1970s colour: mustard.
Hair was also straight from the 70s with heavy bangs bringing fringe benefits to models with fake hair pieces cleverly creating fringes; perfectly colour-matched to each model’s own haircolour.
RUBY designer Deanna Didovich says the ready-to-wear collection is inspired by dance. She says a photograph by Erwin Blumenfeld of Russian-born ballerina, Alexandra Danilova, inspired the collection and that the unguarded intimacy of the portrait drew her to the image’s peek-backstage nature.
In a colab with Impulse, RUBY created ‘The Romantic Spark dress’ which was the first dress out in the show and was inspired by florals in the fragrance itself. You can shop the collection now at RUBY stores and on their website.
Megan Robinson
27th August 2015
Photography Anupam Singh www.annupam.com
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