Blogger Rumi Neely guests for Danish brand Ecco

When Rumi Neely started her blog, Fashiontoast, in 2008, she didn't expect to attract readers, let alone become so popular. On Tuesday, the Los Angeles-based blogger was a special guest at the launch of Danish footwear brand Ecco's spring-summer collection in Hong Kong.

"I was doing the blog for myself because none of my friends cared about high fashion. I always read all the magazines but had no one to share my interest with," Neely said.

"So I thought I should start an online diary for myself. Somehow people discovered it and it just grew very organically.

"If you'd told me five years ago that I'd be travelling to Hong Kong to talk about how I share pictures online, I would have thought you were crazy."

Neely now finds herself on the guest list of the most eagerly anticipated fashion events, and her favourite is Paris.

"Paris Fashion Week is everything. I love Paris. The design houses are so full of history. Everyone - the editors, the buyers, the bloggers - are at the top of their game at Paris Fashion Week and it's OK to dress a little bit crazier in Paris."

She said the season's trend was very much a new take on the grunge look.

"I love what Phillip Lim did for his spring collection," Neely said. "He took the structure of a lot of popular things from the 1990s and made them feel really new again."