Among the most successful blogger-turned-fashion-designers, Fashion Toast’s Rumi Neely is perhaps my personal favorite with her Are You Am I (R-U-M-I) fashion brand that is definitely “for girls that get it”. To the pleasure of those that can’t have enough of AYAI’s uncompromised, minimalist and perfectly chic California style, Rumi Neely expands her Are You Am I brand with a swimwear line that’s equally dreamy and powerful despite sticking to the same laid-back minimalist style.
Designed by Rumi herself and made in Los Angeles, AYAI has been having increasing success since launching in December of 2014. During the 2,5 years, it has been catering to the tastes of like-minded fashion influencers (The Blonde Salad’s Chiara Ferragni included, who recently also starred in AYAI’s summer ad campaign), commoners and even celebrities, among which we have spotted Kendall Jenner, Kourtney Kardashian, Bella Hadid and Hailey Baldwin multiple times sporting Rumi’s très chic designs while out and about in the city.
It’s not just the timeless, minimalist style and the polished color palette of Are You Am I clothing pieces that capture our hearts and senses season after season, but also the addictive quality materials they are fabricated with that truly look and feel so good upon touching our bodies. From innocent and overly feminine to sexy and sometimes even aggressive, AYAI collections tell a unique story each through the unique cuts, intricate designs and reserved color palette that never fail to bring us to our knees each time.
Composed of 5 winning swimsuit styles, including the Kaimi one-piece swimsuit and 4 bikini sets, the debut Are You Am I swimwear collection sticks to the brand’s signature style and reserved color palette, bringing in off-white and nude tones that will flatter everyone. Made from a unique blend of ribbed nylon and Lycra, the AYAI swimsuits embrace the same skimpy and sporty style infused with Nineties (oh those high cuts!) that Rumi has been capitalizing on in her recent clothing collections.
Besides her signature silk slip-dresses, cut-out crop tops and skimpy shorts included in her main line, Rumi has been experimenting with lingerie and unique accessories recently, those leather and gold-plated chokers ultimately triumphing among the fashion savvy.
Inspired from the same idea that made her launch the AYAI brand, Rumi wanted to envision her ideal swim options with her latest collection, creating simple, yet statement pieces that “couldn’t be more reflective of the spirit of Los Angeles,” as she told WWD. What makes her designs so iconic and unique is definitely the proportion play that Rumi always pays big importance to while designing her new collections.
While the one-piece style is special in and of itself, the bikini sets allow endless mix-and-matching possibilities, where the athletic triangle Nuri top looks its best in combination with the Nima high-waisted briefs, while Neta comes to target all those self-confident fashionisers that aren’t afraid to bare more. All the Are You Am I swimwear designs are currently available for purchase at areyouami.com, retailing from $100 to $250.
With over 127,000 Instagram followers (not counting Rumi Neely’s 694,000 Instagram followers), AYAI has been growing at a rate of around 20% each month, and we are pretty sure her new design venture will turn out to be as successful. Well done, Rumi!
Photos courtesy of Are You Am I