Founded in 2012 by Anine Bing and her husband, the brand has grown and acquired international acclaim with women all over the globe welcoming and embracing the simplistic and functional yet rebellious aesthetic at the core of the brand.
“A brand by women for women” is how the designer succinctly describes her namesake brand. Intended to provide women with everyday pieces while on the go, the brand captures the essence of the Los Angeles rock-bohemian vibe, translated through the prism of minimalism inspired by the designer’s Scandinavian roots. Sexy lace bralettes, edgy leather jackets, easy cotton sweaters-the range is wide yet beautifully coherent. It is almost as if one can get ready with their eyes closed and still pull together a perfect outfit head-to-toe.
In this feature we sat down with Anine to discuss her personal style, favorite pieces, work-life balance, and the vision for the brand’s future.
I saw a gap in the market for timeless wardrobe pieces, so I decided to create my own line
1. How did the idea to create your namesake brand happen? Did this happen organically due to your background in fashion? What was the most challenging part of creating a brand in this day and age?
I knew I wanted to work in fashion from a very young age, which is why I started modeling. I loved being on set and learning how to style looks. After a while I really developed my own sense of style.. I saw a gap in the market for timeless wardrobe pieces, so I decided to create my own line. It all started in my garage in Silver Lake in 2012, I designed a small collection with two pairs of denim, a leather jacket, boots and t-shirts.
The most challenging part of creating a brand in this day and age is finding enough hours in the day! I love being heavily involved in all the creative aspects of the brand.. I’m still figuring out how to balance my time between departments, but at the end of the day it’s so rewarding.
2. What do you think are some of the most important ways to engage a customer?
Social media has been such an instrumental tool in the success of the brand. We started the brand almost 10 years ago when Instagram was just starting to take off. I was able to build a customer base from social media, watching it grow has been a dream come true. I love interacting with customers on my personal IG when I can. Now we have an amazing social team that helps engage with our customers as well.
3. What are some values you would like to transmit through your brand?
Authenticity and empowerment..
4. What are your favorite looks from your current collection? How would you style them for a unique look?
The Chelsea Dress will be my go-to party dress for the season.. I love the timeless shape and beautiful chain detailing on the straps.
5. How do you approach your denim collections so that they’re body inclusive? In your opinion what makes the perfect pair of jeans?
We’ve been working on our denim fit for the past few years, and I’m so proud of how far we’ve come. We’ve really perfected our fit, which is truly the most important thing when it comes to denim. I feel unstoppable when I put on my favorite pair of jeans!
6. What are the essentials you can’t live without this season?
I love the Emilia Jacket for chilly mornings.. If I’m heading out to dinner, the Ade Blazer and Joelle Trouser in black is the perfect casual suit.
I feel unstoppable when I put on my favorite pair of jeans!
7. What are some tips for styling blazers?
I’m a firm believer in uniform dressing.. I love having a go-to outfit that I can put on and know I’ll feel great in. For me, that’s a blazer, t-shirt, denim and boots.
8. How do you manage to get everything done each day? How do you find the time to balance your work and personal life?
When I started the brand, it took up 100% of my time, my husband and I wore all the hats and we had to do it all.. I’ve learned the value of allocating time and energy over the years. It’s so important to take time out and spend quality time with family and friends to share important milestones in life. It’s just about prioritizing your mental health and balancing work with things that make me feel grounded. Recently, I’ve been spending a lot of time at the beach with my family, I find it so peaceful and soothing.
8. Who would Anine Bing love to collaborate with and why?
I would love to collaborate with a cool heritage brand like Nike or Adidas.. We launched our Sport category last year and I think it would be cool to work with a powerhouse brand to highlight our collections together.
I want to continue to establish ANINE BING as a global fashion house, focused on everyday wardrobe essentials and investment pieces for modern women seeking a timeless yet rebellious approach to style.
10. Looking to the future, what is your vision for your brand? Are there any exciting up and coming projects you can share with us?
I want to continue to establish ANINE BING as a global fashion house, focused on everyday wardrobe essentials and investment pieces for modern women seeking a timeless yet rebellious approach to style.. We’ll be launching a new category next year to celebrate our 10 year anniversary, I’m so excited for the decades to come!
