Established in 2012, Anine Bing has made herself known through her effortlessly cool sell-out wardrobe essentials. Anine Bing shared the story of her brand, creative process and her everyday essentials with Superette.
When and how did Anine Bing come about?
I always dreamed of launching a modern-day luxury fashion house. I wanted to create a wardrobe for the modern woman that felt approachable, effortless and not overcomplicated. The multifaceted woman leads a very busy life––between work, family, and kids––so quality and craftsmanship are very important to me when it comes to designing pieces that are intended to last a long time.
When launching a D2C brand, you need to take an innovative approach to be recognised and trusted as an authority in the marketplace. I knew that I needed to keep the consumer engaged, which is why I decided to focus on the "see now, buy now" model, which at the time, was breaking new ground in the fashion industry. We launch new pieces every week and regularly restock our Classics Collection, a curated assortment of timeless styles, including suiting separates, everyday layers, leather jackets and more that our customers keep coming back to us for.
My vision was always rooted in the duality of Scandinavian heritage and American spirit––think: Effortless, with a rock 'n' roll edge.
Anine in the Anine Bing Kaia Blazer in Sand
How would you describe the Anine Bing customer?
Timeless, confident and modern.
Any advice you would give to someone thinking of starting a brand?
Have a clear vision and stick to it.
What’s your design process and is there anything you do to help to get the ideas rolling?
My creative team and I always start by building huge floor to ceiling mood boards, this is the perfect jumping off point to build the collection around. I’m a very visual person, so having those inspiration boards to help guide our design process is so helpful for me.
I find most of my inspiration during my travels and meeting women from all over the world. There is no better way to get inspired than watching street style from a coffee shop in Paris or at a airport on my way to my next destination…
I always feel inspired and have new ideas as to what I need in my own closet and that I think the modern woman needs.
What inspires your collections, aesthetic and how do you keep it relevant?
I always stay true to my Scandinavian roots, with a mix of edge from my time in LA. I find inspiration in so many places: films, photography, travelling, magazines, and the people I surround myself with.
From Left to Right: Anine Bing muse Babba Riviera in the Dylan Coat, Anine Bing's NYC Store
Do you have a favourite style that you’ve created over the years?
Our Charlie boots! They were one of my first designs 8 years ago and I still wear them today. But it is so hard to pick. I have so many favourites in my closet. The Becky leather pants, The Lili Tee and of course all our blazers..
What is something not that many people know about you or your brand?
Something interesting that people might not know is that I only wear my own brand. With the exception of workout clothes & vintage purses. I love being able to create pieces for my wardrobe that I feel are missing and then share that with my audience/ customers.
What has been the absolute highlight of your brand / career to date?
Opening our first store in LA was definitely a highlight in the beginning. Now, any new store opening is so special for me. It fills me with so much joy to have such amazing customers supporting the brand around the world.
Describe your style in three words:
Effortless, timeless, simple.
What’s your daily go-to outfit?
A crisp white tee, denim, blazer and leather boots.
What’s the best advice you’ve ever been given?
Be true be you.
What are you listening to right now?
My daughter Bianca & I made a playlist that we’ve been listening to non-stop. I also love anything from my favourite Swedish duo First Aid Kit.
What are you watching at the moment?
My kids and I are loving Harry Potter right now!
What should every woman have in her wardrobe?
A great pair of denim. There’s no better feeling than finding a perfect pair of jeans that go with anything in your closet.
What’s your favourite thing about living in Los Angeles?
Everything! The weather, being surrounded by so many creative people, food, and of course the beach.
Can you share with us any of your local hidden gems? (Could be food, shopping etc. any must see’s / do’s)
I love our local flea market, either at The Rosebowl or Melrose.. There’s no better feeling than finding a good vintage gem there.
Where is your favourite destination of all time and why?
Anywhere in Mexico, we’ve been loving Punta Mita.. It’s such a great place to unwind and relax. Another place I feel my most happy in is Brazil. My grandmother was from Brazil and it's the most magical place on earth..
Anine in Punta Mita
Where to from here, what’s next for Anine Bing?
We have a lot of great projects in the works.. Collaborations and new store openings, and a new perfume that is amazing, more to come on that!