RUBY ‘The Dreamers’ Winter 2014 sneak peek
RUBY is one of those Kiwi labels which just seems to keep getting better and better. The label has come a long way from its streetwear roots, an evolution which has seen the aesthetic take on youthful, feminine and playful properties, with a clever use of tailoring.
As a RUBY fan from way back, their sporty hooded jackets haunting many of my early teen photos, you can imagine my forlorn state in being unable to make it up to Auckland for the Winter 2014 show, ‘The Dreamers’, this evening. But, as they say, every cloud has its silver lining, and while I might not be able to make it to the show, I was instead able to have a quick chat with RUBY designer Deanna Didovich. Check it out below.
How do you prepare for a fashion show?
Every year the preparation changes slightly as you make mistakes and learn from them. This year I have made sure that I have kept onto of all the small details that so quickly build up. Also as around this time of year your working hours quickly increase to what seems like 12 hour days 7 days a week, I make sure that I get lots of sleep and generally look after myself so I don’t burn out.
How did you get your start in the fashion industry?
Since a young age I have always been interested in fashion and clothing, so after school I did a fashion degree then got right into the industry a design and production assistant for a local label. I moved to London after that and on a holiday back to NZ was offered my current job
What do you think would you be doing if you weren’t working in the fashion industry?
I would have liked to study photography and still would love to one day!
The RUBY brand has evolved enormously since I was a teen; where do you see the brand going in the next five years?
I would like the brand to gain more international presence and hopefully foray into some different areas aside from clothing!
What is your must-have piece for Winter 2014?
Our Dreamer Coat- which you will see at the show.
Less or more?
I couldn’t choose!
What has been your biggest fashion disaster?
Probably being obsessed with ‘Dickies’ when I was about 16. Definitely not the most flattering style I could have chosen.
What is the last thing you purchased?
A pair of Chloe Susannah boots from NYC.
If you were stranded on a desert island, and could only take five things with you, what would they be?
My swimsuit, sunnies and a good book.
What is the most common fashion mistake you see girls making?
Buying a size too small. It’s never a good idea!
What trend do you wish would just ‘go away’?
What is the one piece every girl should have in her wardrobe?
The dress that no matter how terrible you feel, you put on and feel a million bucks.