Rumi Neely launched fashiontoast.com in late 2007. After visitors to her eBay store ‘treasure chest vintage’ wouldn't stop asking what shoes she was wearing in all her pictures. Nearly two years has gone by and she gets 35,000 hits a day and each posts gets over three hundred comments.
Her perfectly put together outfits consist of American apparel basics, incredible shoes, a piece of vintage and a timeless designer handbag, she describes her personal style as ‘one part grunge, one part Parisian influence all dipped in a giant jewellery box’.
Her perfectly put together outfits consist of American apparel basics, incredible shoes, a piece of vintage and a timeless designer handbag, she describes her personal style as ‘one part grunge, one part Parisian influence all dipped in a giant jewellery box’.
As the Internet started taking huge notice of her blog, designers and industry heavyweights started to latch on too. She was personally invited for a private tour of the American Apparel factory, to New York Fashion Week in fall 2008 and model Erin Wasson's line for surf brand RVCA. Playing muse to Alexandra Wang and she has been given the huge opportunity to design her very own collection for RVCA.
With her photographer boyfriend always in tow documenting her daily outfits, nights out and days, each photograph features a new picturesque setting. It really does feel like we're following a fairytale.
It’s a pleasure to read and leaves you asking. ‘Why aren’t my leg’s that long and why isn’t this my life?
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