Rumi Neely is a Japanese-American fashion creator and one of the earliest digital influencers to successfully bridge content and commerce. After building a cult following through her blog Fashion Toast (launched 2008), she transitioned into entrepreneurship with Are You Am I, a luxury ready-to-wear brand known for minimalist design, fine materials, and direct-to-consumer exclusivity. Launched in 2014, the brand became an early case study in creator-led fashion independence, emphasizing vertical control and personal aesthetic over mass-market scaling.