Caught up in thoughts on how to present our new collections in the best possible way, I turned to stylists, producers and photographers, who came up with plenty of ideas, but none that I was passionate about. Aloof, 6 foot tall models; shot in crazy locations – were these going to become the face of my brand? Yet a key perspective was missing – mine, the grounded way in which I perceive fashion and my personality which is embedded into every item in the collection.

 

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Ruti Fall 15 Lookbook Fashion oversize knit

 

My philosophy is as follows: I adore life in its simplest form; simple but not cheap. I will always prefer sashimi for example. Same goes for big fashion productions. So I decided to look carefully for a model who you cannot stop looking at, on and off screen.

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Ruti Fall 15 loobook Fashion draped skirt

Not too tall, and not too thin, fun to work with, the girl next door, yet a woman who is a constant professional and can relate to our concept, so we can clearly deliver what we have been working so hard on. And as a bonus this girl has such a winning smile I’m sure she will win you over as well.

 

During the production we made sure that ambience was super fun. We chose a cozy studio with a team so inspiring and creative we could have stayed there for at least a week. The styling was crystal clear – we only chose real outfits (as opposed to runway attire) you can buy tomorrow morning and wear everywhere.

When you have faith in what you do, loosen up and smile – This is the result…

So please share your thoughts on those beautiful moments we captured.

Hope to see you in person over the weekend.

Love,
Ruti

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Photography: Lisa DeNeffe Photography