Timeless Style with a Rock ‘n’ Roll Edge: In Conversation with Anine Bing

Timeless Style with a Rock ‘n’ Roll Edge: In Conversation with Anine Bing

California dreaming and lasting style: meet Anine Bing – a Danish designer with serious influence. We talk about fashion memories, supermodel collaborations and her favourite places to eat, drink and shop in LA.

influencer-turned-designer Anine Bing
launched her namesake label from her garage in 2012, with an edit
of 15 timeless pieces. Today, LA-based Bing can count the openings
of almost as many stores.

An Instagram hit from the off, Bing’s marrying of stylish
classics with a rock ‘n’ roll edge – think slinky camisoles paired
with biker boots and supple leather jackets – has proved a winning
formula. (For reference, Bing’s Instagram following currently
stands at 900k).

While Instagram algorithms might have recalibrated over time,
the essence of the Scandi-cool-meets-new-bohemia brand endures.
That’s not to suggest that Anine Bing is a brand (or a person) to
rest on its laurels. Quite the opposite. Ever pushing forward into
new arenas, the latest string to Bing’s bow is a new,
travel-inspired fragrance called Pure Noir. A 90s-style collaboration with
supermodel Helena Christensen will be added to the mix later this

It’s apparent that perhaps the greatest driver of Anine Bing’s
success is Bing herself. That, and the power of California dreaming
of course…

Where are you from and how has your background shaped you?

I grew up in Denmark with my parents and four siblings. I got a
lot of my style inspiration from my grandmother, Elly; she was an
amazing woman to look up to. When I grew a little older, I started
a blog. It was a great way to share my style and experiences when I
was modelling around the world. When it gathered a bit of a
following, I began to think about launching my own brand. I tested
the idea by putting 100 pieces of my own closet online and it all
sold out within an hour! With the support of my husband and his
background in production, we started a small collection of 12
pieces – staples such as a white T-shirt, jeans, a leather jacket
and our coveted Charlie boots, which are still available now.

What is your first fashion-related memory?

Rooting through my grandmother’s closet. She had the most
timeless sense of style, and I fell in love with her approach to

How would you describe your aesthetic?

Timeless style with a rock ‘n’ roll edge. We’ve created a clear
brand identity over the years, which has evolved yet remained
classic and elevated.

Where is your design studio and what does it look like?

Our studio is based in Downtown LA, where we have roughly 80
employees. It was important for me to bring the same aesthetic to
the office that I have in my stores and home. It’s a large, open
space flooded with natural lighting and a neutral colour palette.

Talk us through the inspiration for three of your favourite

My must-haves would be a black classic blazer, a white T-shirt
and a great pair of jeans. There’s no better feeling than having
those go-to pieces you know you feel great in. That’s the
inspiration behind the entire brand: creating items for women who
are ready to conquer anything.

Where does your inspiration come from?

I’m inspired by real women with a unique sense of style. I
design each collection as if it is a capsule collection within a
wardrobe, staying within the brand’s aesthetic. I take inspiration
from women, music, photographs, books, architecture and travel.

You launched your brand in 2012. How has your vision of
“wardrobe essentials” evolved since then?

At the time, I felt like I had so many T-shirts and pairs of
jeans in my wardrobe, but none of them had the perfect cut – so I
made them myself. Since launching, we’ve continued to learn about
new fabrics and fits. And as we’ve evolved, the brand has become
much more elevated, though we’ll always keep our classic style with
a rock ‘n’ roll edge. I’m looking forward to our latest denim
collection. We’ve been working tirelessly on the fit, and I think
we’ve nailed it!

What are you working on right now?

We’re launching our latest fragrance, Pure Noir, on 15 October. I haven’t been this
excited about a new launch in a while; it feels very different from
our first scent. It reminds me of travelling to my favourite cities
around the world, staying at boutique hotels and exploring new

We’re also working on a cool collaboration with supermodel
Helena Christensen, inspired by our shared love of the 90s off-duty
model look. It has been so much fun to co-design with her.

Does travel influence your work?

Absolutely! I love travelling, especially to cities where our
stores are based: New York, London and
Paris, for
instance. Walking around, soaking in the architecture, street style
and energy of a city inspire me. It’s how I came up with the idea
for Pure Noir.

The best cities in the world to go shopping…

I love shopping in Paris; the options are endless there.

What’s your take on souvenirs?

If I’m travelling without the kids, I bring back little tokens
as a reminder that I miss them so much when I’m away.

If there was one destination you could go back to immediately,
it would be…

It’s so hard to choose! Right now, I’d pick
. My family and I went there over summer and the kids
loved it so much. It was great to have some time to relax and

What do you think makes a good hotel?

When you walk into a hotel and instantly feel at home –
something I’m especially grateful for when travelling for business.
When it comes to hotels with my family, we want something that
offers experiences for the children to learn about the local
cultures and create memories for the future.

Your favourite weekend escapes include…

Weekends are the time I spend with my children, so we tend to
stay in LA and hike in Griffith Park – it’s great exercise. We also
love road trips to either Santa Barbara or Palm Springs.

One piece of travel advice…

Drink lots of water and never forget snacks!

What are you reading at the moment?

Anything by my friend Mia Törnblom.

Podcasts to download now…

Girlboss Radio with Sophia Amoruso; The Michelle Obama Podcast;
The goop Podcast.

Anine Bing’s Pocket Guide to LA

EAT: Go Get Em Tiger! I love its lattes and avocado

DRINK + DANCE: The Sunset Tower Hotel is an LA classic. It has
a cosy bar and great cocktails.

SHOP: I love to go to Melrose Avenue or the
Rose Bowl Flea Market.

Discover More
Anine Bing’s Favourite LA Haunts