DRESSING UP with Anine Bing

A former blogger, model and musician, designer Anine Bing brings her eclectic experience, Scandi roots and Cali lifestyle to her rock’n’roll-inspired namesake brand, which is all about understated, decade-defying designs. The business has been a family affair from the beginning – she and her husband, Nicolai Nielsen, launched it together in 2012 from their home in L.A.. So, we invited Anine and her children, Bianca and Benjamin, to document themselves playing dress-up with just some of Anine’s timeless wardrobe treasures.

You’ve shared pictures of your children dressing up in your clothes and jewellery and have talked before about heirlooms you have inherited. Which pieces do you intend to save for your children, and do they have their eye on anything in your collection?

I have an extensive collection of vintage handbags from Chanel and Hermès, and I definitely intend to hand those down to Bianca one day – they’re so timeless and classic. I love being able to share my style secrets with her. She has such a cool style already – it’s fun to see her grow into that.

You and your husband have run Anine Bing together since the beginning. How has the brand evolved, especially since you had your children?

The brand has evolved so much in the past eight years, but we’ve always stayed true to our brand ethos: to provide women with timeless pieces with a rock’n’roll edge. It’s so important for a brand to have a strong brand image from the beginning while being able to adapt and grow. I’m really proud to say that we’ve maintained that throughout the years, going from a small capsule collection of boots, denim, T-shirts and leather jackets and building on that with additional categories like handbags, fragrance and jewellery.

What role does sustainability play in your brand?

Since day one, we have never overproduced products. Our buys start small, and we reorder pieces as they sell out and see the demand for them. By keeping our buys tight, it helps us to not only avoid overproducing but also understand what our customer wants. We also design timeless pieces. I’m a big believer in uniform dressing; I think women should invest in pieces that will last them for years to come.

You’ve previously described your style as ‘less is less’ for clothes and ‘more is more’ when it comes to jewellery. What are your tips for accessorising a minimal outfit?

I feel my best when I wake up in the morning and know exactly what I want to wear – I call it uniform dressing. If I have a day of meetings with my design team, I can throw on my favourite pair of denim [jeans] and a graphic tee and feel comfortable yet pulled together. On days when I have a board meeting or evening event, I know I can put on a pair of trousers, a white T-shirt and a blazer and feel polished. When it comes to jewellery, I love layering. When I have on a timeless outfit, stacking rings, necklaces and bracelets add a cool edge, regardless of the occasion. 

Leather jackets and their rock’n’roll associations have been a core element of your brand since the beginning. Who’s your ultimate rock icon, and why?

Mick Jagger. I actually have prints of him hanging in my home. He’s inspired so many pieces from my collection. He’s always had such a strong sense of personal style, which I love. 

You recently designed a capsule collection with photographer Terry O’Neill, shortly before he passed away. What is it about his work that appealed to you? How did his pop/rock subjects fit with Anine Bing’s rock’n’roll influences?

I admired Terry’s work long before I started my brand. There is something so raw and personal about his shots. The image of Brigitte Bardot that we used for the collaboration was one of the first images on my moodboard when I began creating ANINE BING – she is such a timeless beauty. Now, we have that print hanging in our stores across the world. Seeing that image go from my moodboard eight years ago to hanging in our stores has been a real pinch-me moment. 

As someone who spotted the power of Instagram early on, what’s your advice for curating a feed so that it reflects your interests, values and aesthetics?

When you have a strong vision and passion for what you’re doing, it will resonate with your followers. Whether it’s fashion, beauty, wellness or anything in between. When you stay true to yourself and your vision, people will listen. 

What’s your design process for Anine Bing, the brand?

My creative team and I always start by building huge floor-to-ceiling moodboards, which are the perfect jumping-off point for building the collection. I’m a very visual person, so having those inspiration boards to guide our design process is so helpful for me. I find most of my inspiration during my travels and meeting dynamic 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 an airport on my way to my next destination.

What’s the most valuable style advice you’ve heard that you could pass down to us?

Be true; be you. I think it’s so important for women to listen to what they feel their best in. Stay true to your style – when you wear pieces you feel confident in, it really changes how you approach your day. I love seeing women gain confidence through a great outfit.