RUBY has been sparkling from The Crossing for over a year. As autumn brings a flash-back to the wild days of the 70s, Cityscape spent some time with the brand’s creative director Deanna Didovich to find out where the inspiration comes from and what’s next for RUBY.

You’ve cemented yourself as an authority figure on the fashion scene here in New Zealand and abroad. How would you say the RUBY brand has evolved since its inception? The RUBY brand has evolved slowly and surely to what it is today. We have always made sure that our product offering is the best representation of our brand and always have our customers in the forefront of our minds.

In a constantly evolving industry, how do you ensure you stay on-trend or in the loop with all things fashion? In this age of social media I am constantly engrossed in what is happening both locally and globally, however I try not to become too caught up in ‘trends’. I find that if I am influenced by something, it finds its way into my collections without my even really being aware of it.

Where would you like to see RUBY in 10 years? Thriving both in New Zealand and internationally. I love that so many people have grown up with RUBY and that it can really be worn in some way at all ages and I hope this continues.

Time to get nostalgic – what is your favourite collection of all time? I love so many, but one that always stands out to me would have to be the AW11 collection, The Adventurers. We had our first New Zealand Fashion Week show for this collection and there were so many signature RUBY pieces created at this time.

Speaking of collections, your AW19 Art Class collection is a nod to the eccentricity of the 70s – what prompted you to roll with this creative direction? Late last year I became really intrigued by mid-century design and furniture, and this inspiration spread into my design process.

Describe RUBY AW19 in three words. Outside the lines.

If there were one designer you’d love to collaborate with, who would that be? With this season in mind, it would have to be Lee Miller.

What’s your prediction for where fashion will go this year? I think there will be a lot of bold and vibrant colours. Think deep purple, cobalt blues, and rich golds.

Describe the ‘RUBY’ girl. The RUBY girl is inclusive, and embraces challenges and whatever may come her way. Her energy is positive and warm, and her friendships are everything to her. And of course she puts a touch of sass on everything she does!

Describe your own personal style. I’m pretty relaxed when it comes to my own style. At this time of the year I live in silk dresses with cotton shirts over the top, and in winter, loose pants and soft knitwear.

The Crossing is fast becoming Christchurch’s fashion hub. What was it that made you move to the CBD? We have evolved in Christchurch as the city has and we really love the location and the vibrancy of The Crossing and knew it would be the perfect spot for our new store.

Your absolute must-haves from the upcoming collection? Our Otto Turtleneck sweaters in both Marine and Amethyst, the Lee silk miniskirt, and our black Alexia Blazer.

What’s one thing that every fashionista should have in their handbag? I can’t speak for everyone, but I always have a hairbrush!

Fashion is… a fun time.

What are you reading/watching/listening to? Listening to a lot of True Crime podcasts, and reading Boy Swallows Universe by Trent Dalton for my book club.

Cats or dogs? Cats.

Favourite lipstick brand/shade? Nars Sheer Lipstick in Dolce Vita (1).

Favourite perfume? I love the scent of Nuxe Huile Prodigieuse Oil (2).

Three rules to live by? 1. Be good at saving money 2. Treat yourself 3. Love your family and friends.

Bubbles or cocktails? Bubbles followed by a spicy margarita (3).

Girl crush? Gabrielle Caunesil (4).

Essential fashion piece? Anything that you can throw on and feel a million dollars. 

RUBY Christchurch, The Crossing
rubynz.com