Anyone who loves fashion will understand the power it has to uplift and provide us with moments of joy. RUBY’s latest collection aptly named The Light does just that.
Designed by RUBY creative director Deanna Didovich over lockdown, the collection has been created with a post-lockdown mindset, and features pieces that will take you from the kitchen, to the lounge, to the office and to glamorous winter nights out.
Didovich explains how an interview with Dutch trend forecaster Li Edelkoort that she listened to over lockdown helped her challenge and change her design process.
“Li said that in times of crisis, people love knits as we crave tactility and comfort,” explains Didovich. “She also said that the way we design will reset – there will be less produced and everything will be more thought out and beautiful. This was so interesting to me because I realised that these few points were a direct reflection of how I was feeling about designing, and the changes that I wanted to make in this post-lockdown life.”
While Didovich admits that working alone from home had its challenges, it also came with the luxury of time to research, develop, draw and create at a slower pace.
“I wanted to cut through the noise and design a more considered collection, rather than scrambling to meet too-tight deadlines with a piece for every box on our checklist,” she explains.
“When designing this new collection, I was very aware of what I was going to want in the next 1, 4 & 6 weeks in my own wardrobe,” Didovich adds. “In particular a beautiful coat, cosy knitwear and a chic dress to wear to winter dinners. I spent time creating these pieces I was dreaming about, without distraction.”
The end result is a considered, covetable collection which includes beautiful knits, the must-have Rooney Coat, and the new Bettina Cut-Out crush dress.
The Light begins to drop in-store and online from 7 August. Discover the lookbook below.
