RUBY is a brand best known for its spirited charm and penchant for fun, and in what might be its most exciting collaboration to come, the New Zealand fashion powerhouse has joined forced with the loveable character and global icon, Hello Kitty.
Creative Director and long-time Hello Kitty fan, Deanna Didovich believes that the best things in life are better in twos. “Who better to collaborate with than Hello Kitty?” she says, “This collection with Sanrio has been so exciting; growing up I collected anything Hello Kitty! There’s no doubt RUBY x Hello Kitty will be one to remember.”
Mixing Hello Kitty’s retro origin with RUBY’s streetwear influence, the collection is playfully graphic and vibrant, not to mention limited edition. Defined by black and white with accents of pink and lime, the collaboration reinterprets bold graphics with a compelling confidence that is hitting our trend radars at pace.
The collection is made up of elevated basics with oversized hoodies and printed tees that are a must-have for any die-hard fan. A black activewear set has been created from a planet-conscious 100% regenerated fibre made from nylon waste. Accompanying this collab, RUBY has introduced voluminous silhouettes embellished with elegant bows and black satin dresses up its streetwear counterparts. In quintessential RUBY fashion, pink is served in spades. With a pink denim jacket, matching jean and miniskirt are perfect pairing pieces with a graphic t-shirt.
It wouldn’t be Hello Kitty without adding some adorable accesories so RUBY have created a neon glitter phone case, two-tone bucket hat and pink satin tote.
RUBY x Hello Kitty, undeniably cool and undoubtedly upbeat: this is what happens when two icons come together. Marked by a certain warmth and confidence, it is the celebration of collaboration.
The RUBY x Hello Kitty collection is available from RUBY Newmarket from Friday 16 August.
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