Quirky and youthful, Ruby is a label recognised for its playful approach to design and for being pretty cute whilst a bit tomboy-esque.  deanna didovich is reknown for the Beautiful collisions of prints and colour, and slick attention to detail that make her design's for Ruby uniquely outstanding from her New Zealand counterparts. 

Recent press includes extensive coverage in prominent New Zealand media including Fashion Quarterly, REMIX and No Magazine, with the most recent two collections hitting the blogisphere with force.  Write ups on Refinery29, Rumi Neely’s Fashion Toast, and NBC New York reflect the brands ever-growing success, the latter describing the label as ‘some of the most talented up-and-comers in the biz’, and the pieces ‘so perfectly of-the-moment’.