The RUBY x Hello Kitty collab is so good you’ll want to snap up every piece

15 August 2019
By Fashion Quarterly

RUBY and Hello Kitty take us on a trip down memory lane…

This year, Hello Kitty turns 45 and what better way to celebrate the cute cat everyone know and loves than with a collaboration like no other?

Teaming up with local favourites RUBY to create a beautiful drop of Hello Kitty-inspired clothing, full of colour, print and fun designs, we’re full of nostalgia for the cute cartoon character we all grew up with – but are loving the 2019 take on.

No stranger to making the New Zealand girl feel confident in whatever she wears, RUBY creative director Deanna Didovich spoke to Miss FQ about how the collection came about – and, more to the point, how to wear it:

How did the Hello Kitty collection come about?
We are always throwing around ideas about people and brands we would love to work with, and Hello Kitty has come up many times in the past and now felt like the right moment! The process was challenging but fun – we knew that we wanted to put a new spin on a Hello Kitty collaboration, looking at the iconic character through RUBY’s eyes. Being given access to Sanrio’s archive of Hello Kitty was a serious trip down memory lane!

Where did your love for Hello Kitty originate from and why is Hello Kitty the perfect fit for the RUBY girl?
I think Hello Kitty is a nostalgic character for so many people.  Everyone has their own memories of perhaps a piece they had as a child or an image that they relate to. Hello Kitty’s motto is global communication and friendship, and we think that these values strongly align with our brand values also.

Growing up and being a collector of Hello Kitty yourself, how important was it for you to convey an authentic representation of the brand but still execute it with a RUBY twist?
I have always loved her, and a few years ago on a trip to Japan I picked up a few cute pieces and I think this was around the time when we began tossing around the idea of a collaboration.  One of Hello Kitty’s first-ever pieces was a small vinyl coin purse that they launched in America in 1974, and we have made our own version of this accessory.  We have put our touch on some more classic Hello Kitty ideas, as well as injecting our own fresh look which is why I think the collection is so unique.

The Hello Kitty x RUBY collection is all about having fun and not taking yourself too seriously; what’s a tip you’d recommend to the FQ reader on having fun with their fashion?
This collection is a perfect example of how to have fun with your wardrobe, but also being conscious of what purchases you are making to ensure we are getting proper wear out of our clothes.  We have been aware of creating pieces that work with one another, and the existing pieces that you have on rotation in your wardrobe.  We have styled the collection with idea that you can mix everyday pieces with more standout fabrications, colours and shapes – our RUBY x Hello Kitty Tees paired with our Yuko Satin Skirt, mixing chic with casual is really fun and means that you can get wear out of these pieces day or night.

What’s your favourite piece from the range and why?
I am obsessed with the super snug Neko Hoodie in lime green, and our embroidered bucket hats. The Bella activewear set will also be on high rotation!

On-trend activewear is huge right now, is this RUBY’s first active-wear drop and are we yet to see more of this everyday essential in other collections?
We are really excited to step into the activewear area and the discovery of the ECONYL® fibre felt like the perfect moment. Our Bella Crop Top and Leggings are made from 26.4 kg of waste (ECONYL® yarn) of which 6.6 kg come from fishing nets – pretty cool! It is a functional fabric for an active lifestyle and extremely comfortable.  We would love to delve deeper into this area, so watch this space!

The RUBY x Hello Kitty collaboration is all about confidence! For someone who may shy away from bold colours or prints but would love to wear this collection, what’s a piece of style advice you’d give them for nailing this range?
The collection has a great offering for those who love colour, and those who might want something a little more subtle.  The brighter colours of the collection pair perfectly with denim, and if colour is not your thing, opt for our more monochrome pieces, with a fun accessory like our bucket hats, or satin purses.  Most importantly wear what makes you happy!

RUBY x Hello Kitty launches exclusively at all RUBY stores & on Friday 16 August.

Photos: c/o RUBY


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