Fashion blogger Rumi Neely launches clothing line

Los Angeles-based fashion blogger Rumi Neely, whose blog Fashion Toast receives 5.5 million views a month, has launched her own contemporary fashion label, ‘Are You Am I’, a collection of luxury basics, ranging from bold leather statement pieces to silk, lingerie-inspired slips that embodies her personal style.

Designed to be worn in infinite ways, the contemporary women’s brand is said to be “seasonless”, with Neely working on a buy now-wear now calendar, with the website claiming that her must have, new pieces will go “from her sketchpad to production with as little time elapsed as possible”.

The inaugural collection, which has a California-flavour on the perfect wardrobe, includes T-shirts, tank tops, silk camisoles, blouses, shorts, a leather mini skirt and slip dresses, with prices ranging from 90 dollars for a deep armhole tank to 300 dollars for a raw edge slip dress, which Neely states can be worn to a party or layered with a cosy knit for a more casual look.

Neely started her blog, Fashion Toast, six years ago, and even though she doesn’t hold any formal design training her blog has seen her do numerous fashion collaborations including with The Reformation and Dannijo, as well as staring in modelling campaigns for Free People, RVCA and Forever 21.

Rumi Neely launches ‘Are You Am I’ fashion label

The line will be produced entirely in downtown Los Angeles and will be sold via her own e-commerce at Are You Am I, as well as at The Grove in Los Angeles as part of a holiday pop-up in collaboration with Revolve Clothing.

Commenting on her new line, Neely said on her blog: “Having my own line was something I’d always dreamed of, but I would never have said it was my plan. I’ve been so lucky with the opportunities that have come my way and the worlds that my blog has opened up to me have trained my eye immensely.

“The things I look out for when seeing clothes for the first time are so crazily specific now that conceptualising my own line actually felt really natural once I got started. I just wanted to tackle what I knew – what I wish existed, what I want to wear right now.”

The Are You Am I collection of luxury basics is available now with shipping offered to countries including the US, the UK, Australia, Canada, South Africa, as well as across Europe.