New Zealand-based label RUBY is best known and loved for designs that effortlessly embody youthful elegance and adventurous charm.

From streetwear origins, RUBY has enchanted its audience under the direction of Creative Director Deanna Didovich to become one of New Zealand's most exciting brands.

Within mainline and mid-season collections, the RUBY aesthetic cleverly draws on chic prints, fresh palettes and details to create instantly recognisable RUBY signature pieces that are playful yet assured.

To complement the RUBY wardrobe, the collections are enhanced with a growing selection of footwear, jewellery and accessories.

RUBY opened its first flagship location in Auckland's High St in 2002 and now has six stores in Auckland, Hamilton, Wellington & Christchurch.

liam designer emily miller-sharma delivers a considered edit of essentials to be worn, added to, mixed, matched and enjoyed. starting with the understanding that fashion reflects and influences our world, and inspired by the creativity of women, liam takes a simple and assured approach to dressing, enhancing all of life’s moments, large and small.

within each collection, clean lines and unfussy structure share space with little unexpected details, a vibrant palette and unconventional print. liam balances smart with spirited, and builds flexibility into every piece, allowing the wearer to choose their own path.

liam is stocked at all RUBY stores in new zealand.

a collection of patterns! paper patterns to use to sew clothes at home!

emily miller-sharma explains:

“making things gives so much to people. there is a slowness in the very internal process that goes on when you make things with your hands that can be a powerful tool for wellness. it also shows us, quite viscerally, just how talented the people who make our clothes are, empowering and humanising these highly-skilled machinists in a way that words on a page can’t.

there is such joy in being able to pass a skill on to another person, and a great way to give a loved one something enduring.

over lockdown i discovered a strong community of sewers through hosting online sewing and patternmaking classes. it was the first time in ages that i got to spend time getting jazzed about different ways to do dart manipulations, or my view on how to (and imo how absolutely not to) add fullness to a skirt. what I loved about it was that the people who joined me seemed just as interested in the minutiae of patternmaking as me and it made me fall in love with my job again, and grateful to feel like I belonged to something positive.”

the future is circular!

circular considerations underpin all decisions made throughout this collection’s design and production process:

all fibre used to make the pattern paper, and the card for the envelopes they come in, is waste from (or the by-product of) sawn timber production from radiata pine forests in the north island of new zealand. the finished product is fsc certified and 100% recyclable, and the intention is that these patterns get used over and over again.

there are a variety of free downloadable .pdf patterns to use up extra fabric or offcuts from the making process.

Sustainable consumption - it’s an oxymoron really. liam patterns is our first step to radically shift that.