The Tale Of Anine Bing

Given she was a model (and a singer) before she became a fashion designer, it’s no wonder that LA-based Anine Bing looks so fabulous in a simple pair of denim jeans and a white tee...

The Danish mother of two young children (Bianca and Benjamin) follows a “less is more” approach and designs luxurious basics and statement pieces that you’ll instantly covet (and look good in too). Her formula is simple – ‘see now, buy now’ – and it works. New products drop every week so there’s always something new on offer. If you’re anything like us, you’ve already mentally added Bing’s go-to look to your cart: a great leather jacket, denim jeans and a distressed T-shirt. We’re not the only ones that adore Bing’s style – her seemingly countless celebrity fans include Rose Huntington-Whiteley, Jessica Alba, Kate Bosworth and more.

Bing’s label originally started as a blog and grew into a fashion line after she couldn’t find wardrobe classics such as jeans and tees that fit perfectly. “I decided to give it a try and launch my own brand with some classic pieces such as denim, a few tops and T-shirts and two leather jackets. From that day everything has moved really fast. It has been such a great journey and I continue to love every minute of it,” she says.

Bing is also refreshingly honest about juggling motherhood with her growing business. “Having your own business means that you’re never off work. There is always something can be done and that can sometimes make me feel stressed,” she says. Over the years, she’s learnt to focus on one thing at a time. “With two kids and running your own business it would be impossible not to feel overwhelmed sometimes, but having a good plan for the week with a clear to-do list has really helped me become more efficient,” she says. We visited the inspiring Bing in her LA home to talk about motherhood, career and how social media has impacted her brand…

Photography: Julie Adams Make up: Sarah Lucero Hair: Diana Ivanov Go to

What is the best advice you’ve been given about motherhood?

You can never spoil your children with too much love. And another thing: don’t listen to all the advice, just go with the flow and do it your way. No one else knows what’s best for you and your family.

Can you tell us about your childhood?

I was born in Denmark but moved to a small town in Sweden called Järna when I was 10. I had a great childhood. Secure and loving and I loved having so many siblings. There was always someone to talk to or play with. We are all very different and I think that is thanks to our parents who let us be us and didn’t try to shape us in any way.

When did your love of fashion begin?

I think I’ve always been fascinated by clothes and jewelry. My grandmother had such amazing taste and some of my best childhood memories are of going through her closet and dressing up in some of her beautiful clothes and accessories. I started making my own jewelry when I was six or seven years old. I remember making rings for both my own and my mom’s friends out of steel wire. I knew early on that I wanted to do something creative.

Have you always been ambitious?

I guess I have been chasing my dreams from an early age. I started modeling and got to travel the world and save up enough money so I could buy an apartment and move to the city. Modeling was a great adventure – hard work for sure and sometimes challenging, but I learned so much from it. Not only about myself as a person but about the industry at large. I’ve always liked singing and writing songs and it became a hobby that I really enjoyed. It’s a great way to express your creativity and I loved my days with my band Kill Your Darlings. Unfortunately a day only has 24 hours in it, so right now there is just not room for it but I hope to be able to pick it up again one day.

How has the rise of social media helped you to grow your brand?

It has been a huge help. Being able to have such a direct and efficient way of communicating with the women who like my brand has been a key factor. And it really suits our “see now – buy now” approach, which means that we launch new products every week and we only work with immediate product drops and no traditional seasons.

Can you tell us about your Grandma and how she has inspired you?

She was an amazing woman with fantastic taste. She was Brazilian and I loved how she styled her clothes and she definitely was the one who made me interested in fashion. She had the best handbags and she inspired my style from an early age. I’ve been obsessed with handbags since I was a little girl and I still look to her for inspiration when I design my own bags today.

What has been one of your biggest career challenges?

Having your own business means that you’re never off work. There is always something can be done and that can sometimes make me feel stressed. I can’t define a specific moment where it has been really challenging and but there is no doubt that this hasn’t come easy and there is a lot of hard work behind it. I remember being pregnant with Benjamin and having Bianca who was only a year and a half at that time. I was so so tired but had to work non-stop since we had just launched the brand. That was definitely a bit overwhelming, but at the same time I am happy and proud to show my kids that it pays off when you really want something and work hard for it.

Do you think you’re born with style or it’s something you learn?

I think you can be born with it but I also think that style is something you can learn. I believe in a “less is more approach” which really helps me to stay true to who I am.

What is your favourite social media platform?

Instagram. I love the direct communication with my followers and my friends. And I get so inspired seeing all the pictures of places and people, food and fashion. It’s fun and easy to digest!

What’s your approach to health and wellbeing?

Don’t be too strict. Eat everything but in moderation. And add some green juices and fresh greens every day. Laugh and surround yourself with people you love.

What are your daily beauty essentials and how long does it take you to get out the door in the morning?

Oh, I’m fast. With two kids it doesn’t leave you too much time. I love a fresh and natural make up routine so I often only use a light foundation, a highlighter and cream blush. It takes me 3-5 minutes to get ready.

How do you treat yourself?

A cup of coffee in the garden all on my own can sometimes be enough. But I also do love a good facial or a massage. That can work wonders on a stressful day.

Do you prefer to text or call?


Do you prefer coffee or tea?

Coffee. But only one cup a day.

Who is your role model?

I get so inspired by so many different women. Hard-working moms, stay-at-home moms or just women in general who make a life for themselves by doing what they love. I really think it is so important to love what you do. It will make your life so much more enjoyable.

What is your definition of success?

Doing something you love.

What did your own mother teach you about life and motherhood?

Be loving. Play and use your creativity as much as possible.

What’s your approach to interiors?

I love Scandinavian design combined with a bohemian vibe. I love going to flea markets and finding those special little pieces that add personality and depth to a space. I always have fresh flowers at home and I love scented candles.

Are you tidy or messy?

My husband would definitely consider me messy. Haha. But I have gotten so much better lately. I really like my home to be and clean and organized.

What do you love most about raising children in LA? Do you ever miss Denmark?

I love the weather and how many opportunities there are here. I love that everyone is allowed to be themselves, the “good for you” approach to life and I love the weather. It makes it so much easier to get your kids dressed in the morning when it’s always sunny. There are some things I miss about Denmark and Sweden but Los Angeles is where my heart is.

What will we find in your handbag?

My phone, some make up, chewing gum and some wet wipes. With kids they always come in handy.

What are your fashion essentials?

A great leather jacket and a perfect pair of denim jeans. I’m really into a higher waist and a frayed hem at the moment. And my ‘Charlie’ boots. I love them just as much now as I did when I launched them four years ago.

Anine’s little list of loves:

As far as beauty products go I am obsessed with the rose balm by By Terry. A good BB creme is a must and my dry shampoo honestly saves my life so many days a week.
I love hiking and back in the day, before having my kids and a business, I used to do it all the time. My husband even proposed on a hike.
Ragdoll LA makes the greatest track pants, although nowadays I mostly use them for lounging at home or going to the flower market.
My must haves/can’t live without things for my home? Diptyque candles, fresh flowers and berries! I am obsessed with blueberries and raspberries and I love to begin my day with a smoothie, there is nothing as energizing (not even coffee!)