Style online

Rumi Neely. Photo / Colin Sokol

Bloggers are the new fashion celebrities. Thirteen-year-old Tavi, of StyleRookie, is on the cover of the new POP magazine, Julia Frakes of bunnyBisous is photographed on countless street-style blogs, and New Zealand model Jenna Sauers became well-known after coming out as Jezebel's anonymous model blogger. Rumi Neely is another of this new breed of "celebrity blogger". Her site, FashionToast.com, showcases photos of her daily outfits, as well as her other fashion inspirations. Since launching in 2007 the site has seen San Francisco's Neely collaborate with label RVCA, sign to Next models in New York and become muse to Esteban Cortazar at Emmanuel Ungaro.

"It feels a little strange to think about the number of people in the world who are interested in what I'm doing," says Neely, in Auckland this week to attend NZ Fashion Week with FrontRowDiary editor Anna Fitzpatrick. Already a fan of Stolen Girlfriends Club, she is excited to discover more local designers.

How do you describe your distinctive style? Sort of undone and messy, with references to the 90s. I love modifying random pieces from thrift stores into how I would picture creating them myself. And I have a very apparent weakness for jewellery, preferably of the slightly gothic variety.

Who are your favourite designers? Alexander Wang, Mark Fast, Nicolas Ghesquiere, Charles Anastase. And I love Emilio de la Morena's structured minidresses and patchwork pieces.

What was the last item of clothing you bought? The much-lusted-after and slightly ridiculous Ashish for Topshop leopard print boots. I wear a lot of solid colours, so printed shoes are the most obvious way to break things up.

Who or what inspires you, sartorially? This sounds a little cheesy but every time I'm feeling uninspired I just make my way to a thrift store. Seeing a bunch of cast-off clothing in every silhouette imaginable reminds me how unlimited my options are.

Your favourite accessory? Right now it's my Pamela Love cross ring - it's so simple but so different.

You are known for your shoe collection - who do you think does the best shoes? I'm not sure if I'm the most faithful customer when it comes to shoe brands; I'm a little bit all over the place. I think Balenciaga consistently creates heels that always push the boundaries of what you thought wearable or even possible.

What do you really want this coming season? Vintage faux furs and Alexander Wang's hooded goddess dress. I love the idea of something as utilitarian as a hood on a more luxurious, dressy piece.

Your fashion obsession or style quirk? Huge blankety cardigans. I can't get enough of them.

What do you feel best wearing? An oversized T-shirt and denim shorts. Simple.

Whose wardrobe would you most like to raid, and why? Jamie King as Pixel in Happy Campers, one of the best horrible movies ever. She has this kind of trashy fairy thing going on that's pretty damn perfect.

What is your most cherished item? The vintage Chanel backpack my boyfriend bought me in New York. It's such a rare piece and it was our first time there together so it has a lot of sentimental value.

Best trend of the season? I love the layering of light colours and nudes that I've seen. It creates a slightly ragged but pretty look.