Meet Ruby, the New Zealand label made for summer

With 24 summers behind it, RUBY has mastered the art of dressing for the beach and beyond.

When I think of summer, I’m reminded of home in New Zealand: long days at the beach, Fruju popsicles melting down my arm and the sweetest reprieve that can only be felt from diving into the Pacific Ocean. Some clothes just become part of the memories, and for me, RUBY has always been one of those labels. I still remember a friend’s pair of Clover Denim Shorts that we’d constantly fight over before beach trips and barbecues.

The Aotearoa-born brand has spent 24 years designing for New Zealand summers, evolving alongside changing trends and silhouettes while staying true to what women actually want to wear. Its annual Resort collection has become something of a seasonal marker, setting the tone for the warmer months ahead.

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Now, RUBY is bringing that perspective across the Tasman. For Resort 2026, the label has reunited with model, business owner and all-round It girl, Riley Tomoana for a second summer campaign, this time trading the Kiwi bach for Sydney’s iconic Wylie’s Baths. A New Zealand native now based on the Gold Coast, Riley feels like a natural fit for the label’s next chapter.

The collection features a nostalgic palette of orange, brown, pink and turquoise, alongside considered cuts and breezy fabrics you won’t want to take off. Pieces like the Crush Cotton Blouse and Chelsea Crinkle Cami combine classic silhouettes with a point of difference.

For RUBY Creative Director Deanna Didovich, that ease is as much about how a garment feels as how it looks. “I think people want more from their clothes now. You want the dress that works for dinner but you’ll also throw on with jandals [‘thongs’], or swimwear that becomes part of an outfit away from the beach.”

The approach makes perfect sense in Australia. Whether you’re spending the afternoon by the harbour in Sydney or heading out of Melbourne for a refreshing river dip, the best summer pieces are the ones that can keep up with whatever the day has planned, without requiring an entire outfit change.

RUBY has had the time to perfect the formula, bringing together the dresses, denim, swimwear and easy separates that form the backbone of a capsule summer wardrobe. “We know that in summer you want to feel like you’re almost not wearing anything, so fabrics have been a big part of this collection. We’ve used lots of organic cottons and natural fibres that feel light, breathable and easy on the body,” Deanna says.

There’s also something to be said for the pieces that return season after season. My favourite Clover Denim Shorts, a longstanding RUBY staple, are back for Resort 26, a reminder that if a piece fits well and feels good, it becomes part of your personal uniform.

For Deanna, that connection between clothing and memory is one of the most rewarding parts of designing. “One of the nicest things about having been around for 24 summers is hearing people talk about the RUBY pieces they remember wearing years ago. Clothes become attached to holidays, parties, friends and different chapters of your life. I love that something we design can become part of those memories.”

It’s a sentiment that feels particularly fitting as RUBY continues to grow its Australian community. While the details of a summer might look a little different from Sydney to Waikanae, the feeling is familiar: balmy evenings, spontaneous plans and clothes that make it easy to say yes to whatever comes next.

To shop RUBY Resort 2026, head here.