Hello RUBY Pre-Fall!

RUBY Pre-Fall

Today marks the launch of our Japanese-surfer inspired RUBY Pre-Fall 2015 collection!

Our friends from Cocoloco will be serving their deliciously refreshing coconuts in all stores today to celebrate.


It's safe to say, we're loco for COCOLOCO!

Shop RUBY Pre-Fall at all RUBY stores & online now x

Lookbook: RUBY Pre-Fall 2015

RUBY Pre-Fall 4

RUBY Pre-Fall

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RUBY Pre-Fall 1

Watercolour artworks depicting classic Japanese land and seascapes – snow-covered mountains, foam-capped waves and delicate cherry blossom trees – provided a refreshing starting point for our designer Deanna Didovich when creating our Pre-Fall 2015 collection!

Set to arrive in store & online next Saturday 17th January, the covetable capsule range is formed around an enchanting blossom and bird print, complemented with raw silks, light knits, crisp oxford blue cotton and a dark indigo stripe that nods to traditional kasuri dyed textiles.

Further inspiration, and a pop of contemporary cool, comes from Japan’s unique surf culture, evident in the cut of the tanks & sweaters, a lightweight scuba fabric, leggings & a sports bra and eyelet-embellished shorts – a refreshing RUBY take on the modern boardshort.

Check out our full Pre-Fall lookbook online & start creating your wishlist! x

Photographer: Karen Ishiguro

Model: Evelina @ Clyne

Stylist: Amelia Holmes

Make-Up: Samantha Holley @ M.A.C Cosmetics

Hair: Matt Benns