Taylor Swift, Hailey Bieber, Selena Gomez and Sofia Richie can’t be wrong. These style icons are just a handful of women who are devoted to Anine Bing, along with infinite numbers of influencers and fashion editors who all swear by the brand’s effortless mix of Scandi chic and California cool.
There’s alchemical magic in the way Anine, who founded her eponymous label from her garage in Los Angeles’ Silverlake neighbourhood, creates her collections. “I design every piece with the modern woman top of mind, creating timeless staples she will reach for day after day,” Anine revealed to GLAMOUR, “like vintage-inspired graphic tees, everyday denim, tailored suiting separates and versatile footwear.”
Classic staples should form the building blocks of every wardrobe… but the twist is that Anine Bing’s basics are never boring.
Denmark-born Bing was a model before she launched her label in 2012 and now, to celebrate the brand’s 10 year anniversary Anine plans on opening 10 more IRL stores around the world. #Goals.
A glorious space in London’s Chelsea district has just opened its doors. Decorated in signature monochrome and accented with olive trees and vintage mirror walls, it’s a dream space for a shopping spree.
“London is currently one of our top global markets. Our Mayfair store often has waitlists so opening a second store was really important… (to keep up with consumer demand.) We’d had our eyes on sourcing a store close to Sloane Square since before the pandemic.” It’s heaven in retail form – if you fancy a visit, you’ll find the shop at 8 Symons Street, SW3 2TJ.
While the pandemic made many brands rethink their sustainability goals, Anine Bing has always focused on the see now, buy now method of selling (which avoids wasteful overstock and over-ordering.)
All their cotton is organic (which uses less water and pesticides than conventional cotton) and vegan leather was introduced in 2020. Of course, buying pieces you can wear again is key to being a sustainable shopper, too. The new Classics campaign (fronted by uber-model Irina Shayk) focuses on the staples every woman should rely on and are perfect in their pared-back simplicity.
For any future brand founders, Anine has this advice: “Have a clear vision and stick to it. Surround yourself with people that understand your vision. Be ready to roll your sleeves up and put in the work!”
You’d do well to arm yourself with an I-mean-business blazer and a smart bag too, though. Funnily enough, we know when you can find them…
For more from Glamour UK Fashion Director at large Alex Fullerton, follow her on Instagram @alexandrafullerton.