Behind every fashion product, collection, or storefront, there’s an ambitious designer, buyer, merchandise planner, wholesale or e-commerce manager who has spent years arming themselves with a unique set of skills. And for every one of these fashion industry experts, there’s an inspiring career journey.
In Style Arcade’s Fashion Career Series, we leverage our passionate network to go beneath the glamour of fashion’s most sought-after roles—and take a seat with the people whose hard work and dedication are shaping the future of retail.
Meet Ruby McCarthy, Brand Manager at Lucy Folk, the Australian lifestyle label renowned for its signature interpretations of handmade jewels, Italian-made eyewear, and resort-inspired apparel. Ruby has worked at some of Australia’s most in-demand fashion and lifestyle brands, including Lee Mathews, where brand storytelling and global appeal are always a focal point. Ruby offers her insights into successful collaborations, upholding creative vision, and cultivating like-minded communities.
Firstly, tell us how you came to be Brand Manager at Lucy Folk. Did you always know you wanted to work in fashion?
I always knew I wanted to work in a creative industry. I studied Anthropology and Environmental Studies at university; however, I modelled from an early age, and my mum is a stylist, so I grew up on photoshoots and was surrounded by clothes, beauty, and jewellery since I was a child.
I have always been attracted to art, objects, people, food, and materials that inspire me and make my life a brighter and happier place.
What does a day in the life look like for you at Lucy Folk?
No day is ever the same, and I really do mean that! We are a founder-led brand, and I work very closely with Lucy. We are always experimenting with new and meaningful ways of creating and communicating. One day might be on location at a photo shoot, and the next, planning brand and marketing strategy. It is dynamic, fast-paced, and highly creative. Lots of talking, laughing, thinking, creating, and connecting with wonderful humans!
In a world saturated with minimalism and quiet luxury, Lucy Folk carves a truly unique space in modern retail. How do you ensure the brand’s creative vision connects with today’s consumer?
Brand Communications is at an exciting time, I believe. Gone are the glossy and overly produced image days; everything is going lo-fi. Our image is very documentary-focused; people want something that feels personal and authentic, something that feels real. Everyone is searching for something that they can connect with on a deeper level.
We always make sure to be authentically ourselves and never force anything. Brand communications must be authentic for your clients and community to connect with it.
"Gone are the glossy and overly produced image days; everything is going lo-fi. Our image is very documentary-focused; people want something that feels personal and authentic, something that feels real."
The brand has broad product categories across ready-to-wear, jewellery, and accessories that form the Lucy Folk world — how does that play into your customer communication strategy?
Ha, yes, it really is a world. All the categories are natural extensions of the jewellery. Lucy is a goldsmith by trade, and jewellery will always be at the core of what she does. The storytelling within the jewellery collection is incredible; everything has a story behind it and intention. All the jewel designs stem from Lucy’s life experiences and inspirations. We then carry this storytelling over to other categories, so everything begins with the jewel; however is always interconnected.
Your creative partnerships, like Lido Swim and Hotel Corazon, are such a natural extension of the brand. What is your process for engaging and executing these creative product collaborations?
All our collaborations are led by Lucy; she works with her friends and her community. All partnerships happen organically and will often stem from new creative endeavours that her friends begin, or perhaps they are pieces Lucy feels are missing in her life and wardrobe.
How do you ensure press placements and content creators feel authentic to a brand?
We work with people who gravitate towards the brand and who are our friends. We create exciting products that people organically want to wear. You will always get a better result working with someone who enters your orbit organically and who has a genuine appreciation for what you do. It is not about how many followers someone has; it’s about whether that person is doing something inspiring within their field and if they are a nice person.
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What’s your main takeaway from the SS26 shows and presentations?
I love seeing how brands create worlds and experiences beyond the product on the runway. I am also interested in brands operating outside of the traditional fashion calendar. Phoebe Philo, who does not participate in the traditional fashion or runway calendar, held a dinner and music service post-fashion week in October to celebrate Peter Doig's new exhibition ‘House of Music’ at the Serpentine in London. Lucy and I went to visit the exhibition in London, it was incredible, both the exhibition and the sound system and music to accompany. These kinds of brand events and experiences are inspiring, and I love seeing brands experiment with new ways of presenting their collection.
What does leadership in fashion look like to you?
People who give you the confidence and support to take risks and try. You are always learning and trying new ideas. The key is to believe in yourself and learn along the way.
What advice would you give to someone looking to start their career in fashion brand marketing and PR?
Take risks and try new ideas; you don’t know unless you try. Also to never assume and always double-check. Find your people! People who make work feel not like work, but like fun.
What’s inspiring you right now?
Dancing!
Image credit: Courtesy of Ruby McCarthy and Lucy Folk
