Interview by Marie-Pauline Cesari

The concept of launching a heritage fashion brand influenced by Scandinavian simplicity with American energy came naturally to Founder and Chief Creative Officer Anine Bing. Anine and her husband launched ANINE BING with one shared goal: to create a global fashion brand focused on timeless wardrobe essentials and elevated basics for the modern woman. Today, the brand has become a sizable global business with over 20 brick-and-mortar stores around the world, and most recently announced iconic supermodel Kate Moss as the face of their Fall/Winter 2023 campaign.

Can you share the origins of your passion for fashion? Were there specific influences or experiences that sparked your interest in the industry?

I have always loved fashion. I started blogging when I was in my twenties because people got interested in my style and the way I was always good at mixing vintage pieces with new brands. I used my blog, Anine’s World, as a way to showcase my latest fashion finds and styling tips. I had no idea it would take off as much as it did and that I would develop such a following. I was then able to leverage my own blog to create a personal IG. We were one of the first brands to see the power of social media right off the bat. We’ve been leveraging Instagram to build our customer base since we started the brand 12 years ago.

When we started the brand, women were coming to my blog/ Instagram for styling inspiration. In a way, my name became synonymous with timeless style. We leveraged that recognition with our brand name, which is still rooted in our Scandinavian simplicity today.

I always dreamed of launching a modern-day luxury fashion house. 

Do you have any particular fashion icons or designers who have inspired your work throughout your career?

For as long as I can remember, Kate Moss has been the ultimate fashion icon for me. She’s the epitome of timeless beauty and iconic style. She has been an inspiration for me as a designer throughout the years. Kate embodies the ANINE BING aesthetic—classic, effortless and timeless.

full look ANINE BING

Can you share more with us about the journey of launching ANINE BING out of your garage in Silver Lake? What challenges did you face in establishing a global fashion brand?

I founded ANINE BING in 2012. 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. I designed a small collection with two pairs of denim, a leather jacket, boots and t-shirts. It’s so surreal to see how far we’ve come in the past 12 years; I’m so proud of the global fashion house we’ve established. What I love about our brand is that we’ve really stayed true to our roots since day one. Effortless wardrobe essentials are the core of the ANINE BING brand, and that hasn’t changed over the past 12 years. We still have pieces from my first collection that we sell today. 

How did the combination of Scandinavian simplicity and American energy become the inspiration for ANINE BING’s design aesthetic?

Scandi style is the epitome of ‘effortless chic’ to me. Scandinavia has been one of the main sources of inspiration for ANINE BING since day one. It represents a timeless style that is simple yet elegant. The brand is a fusion of Scandinavian heritage and American spirit, offering luxurious wardrobe basics and statement pieces that are both current and timeless. Quality and craftsmanship are very important to her when it comes to designing pieces that are intended to last a long time. I’m passionate about creating pieces that make women look and feel their best so that they can move through life with confidence.

What motivated the decision to focus on timeless wardrobe essentials and elevated basics for the modern woman?

I design every piece with the modern woman top of mind, creating timeless staples she will reach for day after day, like vintage-inspired graphic tees, everyday denim, tailored suiting separates and versatile footwear. I am passionate about making women look and feel their best so they can move through life with confidence.

full look ANINE BING

Timeless wardrobe essentials suggest a commitment to sustainability. How does the brand approach sustainability in both design and production?

Sustainability is something that is always top-of-mind for the brand. From the beginning of the brand, we have always taken a see-now, buy-now approach to production. This means we have really tight buys initially and only reorder based on customer demand. There is always work to be done, and we are frequently optimizing our processes to adopt a more circular approach. 

The idea of warm and welcoming spaces in your stores is important. How do you ensure that your stores reflect this atmosphere, and why is this important to you?

All of our stores around the world carry the signature ANINE BING minimalist aesthetic, while simultaneously offering a warm and welcoming space. The decor reflects Scandinavian simplicity paired with American energy. The store’s interior is flooded with natural light, contrasted with industrial surfaces. The purpose of our retail stores is to offer our customers an immersive brand experience, and we want our stores to feel like they’re a reflection of all the hard work we put into our pieces/ collections. 

Kate Moss, the face of your Fall/Winter 2023 campaign, mentioned that ANINE BING captures the essence of timeless classics, but with a rebellious edge. How do you strike this balance in your designs?

When designing, I strike a balance between timeless classics and a rebellious edge through our statement layers that are both feminine and masculine, yet modern.

I’m passionate about creating pieces that make women look and feel their best so that they can move through life with confidence.

full look ANINE BING

Looking back at the past decade, what has been the most rewarding moment or achievement for you personally in building the ANINE BING brand?

2023 has been our most transformative year yet. We continue to grow our retail presence, reaching customers in even more major cities around the world. We launched a milestone brand campaign with my ultimate style icon and greatest inspiration, Kate Moss. To witness Kate as the face of our brand, wearing our designs on billboards in New York, London, and Shanghai, has truly been a dream come true.

Are there any exciting updates or developments you’d like to share with us regarding the future?

2024 will be another huge year for ANINE BING…we will continue our retail expansion, open new stores, and enter new markets, with a big focus on our China market. We will continue our global partnership with Kate Moss as the face of the brand. We also have some amazing talent collaborations and partnerships planned. You can expect to see more events for consumers and tastemakers. And, of course, more timeless pieces to elevate and enhance your modern wardrobe. So much is happening, and I can’t wait to share more.

full look ANINE BING

talent ANINE BING @aninebing p
photographer AGATA SERGE @agataserge

stylist SARAH GORE REEVES at Altered Agency @sarahgorereeves @alteredagency
producer JEAN JARVIS at Area1202 @jean_cabacunganjarvis @area1202

hair & makeup BEKAH LESSER at Art Department using AMANDINE SOL BOTANICALS & KEVIN MURPHY @bekahlesser @artdeptagencyla @makebeautyofficial @amandinesolbotanicals
nails ERIN MOFFETT at Art Department using ORLY @beautyundone @artdeptagencyla @orly
photography assistant THOMAS LYNCH @__thomaslynch

styling assistant NIKI RAVARI @nikiravari

production assistant RUDY REYNOSO @goforrudy
photo lab ARTLAB @artlab_spokojna
studio DUST STUDIOS LA @duststudiosla
editor TIMI LETONJA @timiletonja
interview MARIE-PAULINE CESARI @itsjustmp
cover design ARTHUR ROELOFFZEN @arthurroeloffzen