Campaign 1

Capturing the spirit of la gioia della vita, Italian for the joy of life, we celebrate the magic of moments that feel honest and beautiful with La Collezione.

Deanna Didovich explores this state of mind through a rich, sensual aesthetic. We see flounces of pizzo lace, elaborate floral embroidery and contrasting silhouettes.

Polka dot print makes an appearance on playful separates and livens up the plunging halter Vita dress. With a dramatic wide leg and high cut waist, the Paloma trousers partner with an off-the-shoulder crop top to carry them from daytime to evening. Casual dressing is catered to with low-slung drawstring pants; just add an oversized muslin blouse for a dose of RUBY nonchalance.

The colour palette is both vibrant and lush. Seaside tones of lapis blue and ivory are joined by a flirty Amarena cherry red, offset by more muted hues of caramel, khaki and black. Matched with glittering gold accessories, the look is opulent and fit for an Italian princess.


La Collezione will start to arrive in all RUBY stores & online on Friday 20th January x

Photographer: Guy Coombes

Model: Emma Boyd @ Clyne Model Management

Stylist: Amelia Holmes

Makeup: Kiekie Stanners @ M.A.C Cosmetics

Hair: Lauren Gunn @ 62 Models