There’s loads of hype surrounding the “Instagram Girls” today, and by that we’re referring to the supermodels you can’t get enough of; Gigi & Bella, Kendall Jenner etc. They’re the end all be all of lust-worthy #ootds, the definition of laidback chic we all wished we embodied. And we’ve finally tracked down the label that’s been the cause of reason behind these beauties’ effortlessly cute street looks. Are You Am I, a Californian-flavoured fashion label, comes from Rumi Neely who is a fashion blogger herself (that should explain her impeccable discernment in what will or what not excel in the “Instagram fashion” scene).
The idea behind the brand stems from a meticulous eye for thoughtfully done minimal outfits designed to be, in Rumi Neely’s own words, “the ultimate of what they are” – with highly luxurious materials such as lambskin and silk, and detailing. If you’ve seen the Instagram post of Kendall donning a Metallica band tee with a ripped-open front which revealed her bra, we thought you’d like to know that the exposed satin bralet came from none other than Are You Am I. Or that lush gold cami Hailey Baldwin wore while out getting a drink? Yup, nuff said. The fashion label may also have been the catalyst behind the spike of growth in the choker trend recently, with their velvet chokers and suede wrap-arounds which these supermodels have been obsessively pairing with almost every outfit. If you’re on board the hype train to chase after these supermodel-approved basics, we’ve got you covered with some of our most favourite pieces from the brand.
L – R: Ania Choker, $189; Dassa Chain Choker, $203; Bele Wrap Choker, $67; Era Choker, $203.
L – R: Crushed Velvet Zillah Slip Dress, $920; Bianca Dress, $380; Nyissa Dress, $1,157.
L – R: Tiiu Top, $162; Alessia Blouse, $394; Kell Macro Stud Mini, $680.
Cover image from Are You Am I. areyouami.com.
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