When Rumi Neely launched her fashion blog, Fashion Toast, back in 2008, it was to accompany her eBay-based vintage clothing store, Treasure Chest Vintage. In other words, selling clothes is second nature to Rumi. However her latest venture, a fashion label called Are You Am I, is a whole new ball game.

Based on Rumi’s own minimalist, California-chic style the collection comprises elevated basics, bold leather statement pieces and silk, lingerie-inspired styles. All created in classic hues such as black, pearly off-white, champagne and peach. Are You Am I has been making appearances on Neely’s Instagram feed for a while now, so if you love and want to achieve her look, you finally have your chance.

Shop the Are You Am I launch collection here.

Photos are not my own. Source Are You Am I.