If ever there was a sartorial recipe for success it was designer Anine Bing's idea to fuse Scandi style with LA cool to launch a fashion label.
Four years later, and Bing's hard work and smart idea has paid off. The brand has become a go-to for fashion bloggers and editors alike, and that's not to mention her celebrity clientele - which includes Kendall Jenner, Rosie Huntington-Whiteley and Jennifer Lawrence.
"I design for woman who is on-the-go, who wants to feel effortless but still put together," says Bing. "She's a woman living a busy life, who needs to go from day to night without having to go home and get changed."
It's an aesthetic that's personal to Bing, who grew up in Denmark but has been based in LA for 12 years. A former model, ahe wanted to incorporate the simplicity of her Scandi roots with the laid back boho look of LA to create something that she felt was missing in fashion. Early on, she saw the potential of Instagram as a marketing platform and used it to launch her business.
"I saw from my own posts, that when I was wearing something it would sell right away," she said. "I guess that was very different to other brands as we did not use traditional marketing. I was early to realise the importance of social media and role of the online influencer."
Bing's label is feminine but not fussy: silk dresses with bow tie details, perfect white T-shirts, classic leather jackets you'd keep forever and silk cami tops with lace trim.
"The overall vibe is effortless," she told us. "I make clothes for all women. I want people to feel like themselves and it should be easy do get dressed in the morning. So I design pieces that are all very easy to combine."
Shop the collection at Aninebing.com.
