California cool! Meet Rumi Neely, the blogger-turned-designer behind the A-list-approved fashion line, Are You Am I, that is loved by stars like Kendall Jenner, Bella Hadid and Hailey Baldwin

'It' girls like Kendall, 20, Bella, 19, and Hailey, 19, are obsessed with the cool minimal fashion line
Rumi shares her design concepts, favorite summer trends and tips on how to take the best Instagram photo

Published: 18:31 GMT, 8 August 2016 | Updated: 20:32 GMT, 8 August 2016

View
comments

A successful fashion blog and almost 700,000 followers on Instagram may be enough for some people, but not Rumi Neely.

After six-plus years in the fashion world, the trendsetter launched her own clothing line ARE YOU AM I in December 2014.

Since then the brand has amassed a cult following among Hollywood's elite, including Kendall Jenner, 20, Bella Hadid, 19, Rosie Huntington-Whiteley, 29, and Hailey Baldwin, 19.

Here, get to know the blogger turned designer, behind the celeb-favored line.

Style star: Blogger turned designer Rumi Neely models the 'Stelle' top from her fashion line Are You Am I

Big fans: Kendall Jenner, 20, (left) rocked Are You Am I's 'Minka' top last week in La Jolla, CA, while her bestie Hailey Baldwin, 19, (right) sported the 'Zillah' camisole in LA two days later

After the success of her blog Fashion Toast, which launched in 2008, it was a natural progression for Rumi Neely to design her own line of clothing.

'I've always had a very specific idea of how I wanted to dress as well as ideas on what my perfect version of a T-shirt, a leather mini, etc, would look and feel like.'

The super-minimal yet extremely versatile line features silky slip dresses, cool separates, pretty lingerie and trendy accessories.

'My main inspiration is imagining exactly what I want to be wearing during all the in between moments that make up a day. ARE YOU AM I is progressive but also very wearable and casual, with pieces to correspond to every mood.'

'It' girls: Bella Hadid, 19, (left) sported the 'Kimia' bodysuit recently, while Hailey Baldwin, 19, (center) rocked the 'Bianca' dress in this Instagram snap, and Chanel Iman, 25, (right) wore the 'Neva' top as she hit the red carpet at VH1's Hip Hop Honors awards

'I've been extremely lucky - so many girls both well-known and obscure with amazing, distinct styles of their own have worn AYAI.'

Rumi believes the made-in-LA line was an instant hit with stylish stars because of their acute attention to detail, fit and fabric. 'Customers develop a trust for the risks that we take and an addiction to the wearability of the pieces,' she said.

'Girls tell me that they never feel overly done in my pieces and that the unexpected details make them feel like they have this luxurious secret with themselves.'

Cool girl vibes: Bella Hadid, 19, (left) rocked the 'Binx' and 'Cruxe' chokers while on vacay, and Rosie Huntington-Whiteley, 29, (right) paired the same necklaces with the 'Kimia' bodysuit in this Instagram snap

Stunners: Hailey Baldwin, 19, (left) sported the 'Ponette' top, while Kendall Jenner, 20, (right) wore the 'Elodie' bra top on a night out

With almost 700,000 followers on Instagram, Rumi knows a thing or two about taking the perfect photo.

Her biggest tip for getting the most likes on an #ootd pic? Good lighting! 'Test a small area out for shade, direct sun, or backlighting to quickly see what looks best. One will always look a million times better than the others.'

As for what to wear in your Instagram snaps, Rumi's favorite summer wardrobe essentials include slinky slip dresses, sporty tanks and chain chokers. 'Also the Rylie baby tee (the perfect crop top) is always on heavy rotation for me.'

Get Rumi's look, and shop some of ARE YOU AM I's hottest styles below.

SHOP IT NOW