Although we've caught glimpses of cult brand Are You Am I's LA Loft on Instagram, we wanted to get the full visual story on this ultra-feminine, airy space. We sent a photographer to the downtown LA home base of fashion blogger-turned-designer Rumi Neely's label—favoured by oft-photographed girls like Kendall Jenner, Bella Hadid and Hailey Baldwin. The inspiration behind the design was clear-cut for Neely, "It's a seamless extension of the feeling behind AYAI clothing," she explains, "the idealised space that a girl wearing these clothes would wake up in every morning."
That idealised space, opened last spring, counts a dreamy all-white bed, gilded bookcases, a Jonathan Adler Sofa, Ellie Cashman floral wallpaper and Normann Copenhagen clothing racks, among other Insta-friendly wares. The spare yet glam interior serves as the perfect background for Neely's sexy, minimal dresses, tops, lingerie, and most recently fine jewellery and swim. Go inside the space and prepare to be converted to the Are You Am I way of life…
Vintage Bedside Table And Chandeliers
How did taking photos for Instagram play into the design?
Making sure the space was minimal and beautiful was the most important thing—this sort of naturally makes it photogenic. The bed and the oversized gold mirrors are as beautiful and useful as they are selfie-friendly.
Vintage Bedside Table
Jonathan Adler Sofa, Vintage Bedside Tables And Chandeliers, Ellie Cashman Floral Wallpaper
How does the space reflect the aesthetic of you and Are You Am I?
The space is me the same way the clothes are me—it's dreamy, undone, and minimal with gold accents everywhere.
Why was downtown LA the right location?
DTLA is really inspiring and distinct and also happens to be where all things AYAI go down. It just made sense.
What would you say are the overall uses for the space?
The loft is used to meet with my team, take photos, fit pieces that are in development, just hang out. Customers can also make appointments to come in and shop—we have all of our styles hanging by the bed ready to try on.
Normann Copenhagen Clothing Racks
Vintage Bedside And Chandelier
Do you have a favourite piece in the showroom?
The chandelier brings the space together in such a special way—definitely my favourite piece.
Did you work with a designer or was it all self-done?
No—it was really important for the space to feel perfectly raw and perfectly Are You Am I.
Vintage Side Table And Chandeliers
All Images Via Ye Rin Mon
Via Harper’s Bazaar US