RUBY collections are beloved for their effortless confidence, sense of fun and quirkiness. With street wear origins, the label has matured rapidly under the direction of designer Deanna Didovich to become one of New Zealand’s most exciting fashion brands.

RUBY’s aesthetic is instantly recognisable; cheeky and charming, always with strong themes of adventure and youthful modernity. Each season, RUBY collections embrace unexpected colour and playful prints with contrasting elements of femininity and tomboyish charm, with an ultimate focus on wearable daywear and special eveningwear.

In addition to seasonal womenswear collections, RUBY has a dedicated footwear line, launched in 2010, and has also recently begun creating costume jewellery. RUBY held its first show at New Zealand Fashion Week in 2010 and was named Metro Magazine’s Designer of the Year in 2010.

RUBY opened its first flagship location in Auckland’s High St in 2002 and now has seven self-titled boutiques, located in Auckland, Hamilton, Wellington, Christchurch and Dunedin. RUBY recently opened at Top Up on the top floor of The Department Store.

The RUBY collections can be found at leading fashion boutiques throughout New Zealand, Australia, Hong Kong & Singapore.