Elle’s World


Anine Bing is the Danish blogger turned designer of her eponymous label, which takes inspiration from her own wardrobe and has become the staple of cool-girl closets everywhere since they launched in 2012.  As one of the original influencers, Anine built a large and loyal following through her blog and then Instagram which has allowed her to showcase her mix of Scandinavian and LA Style and is a favourite amongst Rosie Huntington-Whitely, Gigi Hadid, Kendall Jenner and our own Elle Ferguson.

Anine and her husband launched the label out of their garage and today they have 15 brick-and-mortar stores around the world as well as being stocked in more than 300 stores, including online retailers and their own online store. After discovering Anine Bing on a trip to LA many years ago, we are so excited to profile her on Boss Babes.


You spent more than a decade as an international fashion model before launching your global mega-brand, Anine Bing. Can you tell us how the idea came about?

I started my brand because I wanted to create the essential pieces that every woman should have in her wardrobe. I was always looking for the perfect white T-shirt or a pair of lived-in vintage jeans that fit just right, and was never satisfied with what was trending and available in the market at that time. 

I grew up in Denmark, so a simple approach to design and everyday dressing coupled with hints of rock ‘n’ roll edge is my inspiration when I design. Fusing these elements together, I was able to launch ANINE BING and offer a timeless collection of wardrobe staples for modern women everywhere.

When we think of Anine Bing, we think of elevated essentials that exude sophisticated edge.  How do you continue to stay ahead of the curve when it comes to trends, while keeping true to your signature style?

When I’m designing I always stay true to ANINE BING core values. The brand stands for timeless classic pieces with a rock n roll edge. I don’t follow trends, instead I focus on designing those effortless pieces that woman can wear over and over again and mix in with whatever they already have in their closets. I always stay true to myself and the brand in everything I do and design. 

Last year you expanded your retail footprint and launched your 15th store in Paddington, Sydney, congratulations! Are there any challenges that come with global expansion? 

Once we find the right location, everything else seems to fall into place. We really listen closely to our customers and establish a brick-and-mortar presence in locations where we see an appetite for ANINE BING. We take time to find the right match for the brand and never rush into anything that doesn’t feel 100% right.

Did you ever aspire to be your own boss? 

Initially, it wasn’t something that I set out to become, but with how the brand has grown, I think it was definitely something that I was destined for. I’ve always had a clear vision for ANINE BING since day one, which was to create timeless pieces that I could wear for years to come. It’s been eight incredible years, and I’m still wearing pieces from my first collection. 

You have had the likes of Kendall Jenner, Gigi Hadid and Rosie Huntington- Whiteley sport your brand. What is it like seeing international A-Listers continue to love and support your designs?

I’m so grateful for the organic support that the brand has received over the years. It means the world to me to see women I admire wearing my designs.

You’re a mother of two, wife and business owner. What is your idea of self-care and how do you make time for it?

It’s hard to find time sometimes, but I’ve made more of an effort this year to prioritise self-care. Even if it’s just putting on a quick face mask or painting my nails, these little moments alone make all the difference. 

If you could have any five women sitting around a dinner table with you, who would they be and why?

During other circumstances I am sure my list would be very different but since I’ve been homebound for the past month I really just miss being around my girlfriends. So I would choose my 5 best girlfriends for a night of margaritas and catching up on life. It's the little things that make happiness these days. 

What three things would we always find in your beauty bag?

Cle de Peau Concealer, Essie Nail Polish, Lancome Mascara, Paula’s Choice 2% BHA Lotion, Chanel blush

What's the last song you listened to?

Lesley Gore "You Don't Own Me."

Parting words of advice for being a #bossbabe in work and in life?

The first step is working really hard. Once you’ve decided what you want to accomplish, go after it and be willing to roll up your sleeves and wear multiple hats to get what you need to get done. The next step is building a great team around you that shares your vision. I’ve been so fortunate to have an amazing team around me since the beginning, and we’re only just getting started.