@rumineely"> clock menu more-arrow no yes mobile

Filed under:

Fashiontoast's Rumi Neely is Launching a Dainty Clothing Line

Image via <a href="http://instagram.com/p/upTNHXg7o5/?modal=true">@rumineely</a>
Image via @rumineely

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

While dozens of bloggers have created capsule collections for fashion brands, very few have bravely ventured off to create their own lucrative products. Following in the footsteps of fellow web sensations Chiara Ferragni, Julie Sarinana and Michelle Phan, o.g. blogstar Rumi Neely of Fashiontoast is set to release her very own ready-to-wear collection very soon. The label is called Are You Am I and it's slowly being unveiled on Instagram, which seems to be the smartest way to launch a brand these days.

As seen here, here, and here, Are You Am I is pretty much an exact replica of Neely's daily uniform, consisting of paper-thin silk slips, lingerie-like camisoles, strappy black dresses, and teeny-tiny shorts. No word on when the minimalist range will officially launch, but here's the brand's Instagram—featuring sketches, close-ups, and design inspo—to hold you over.
· Are You Am I [Official Site]