Christopher S. Nelson 
Fashion columnist and influencer Joanne Hegarty interviews designer Anine Bing.
Each of us has our own style journey that is constantly evolving.
Over the years, I’ve come to firmly pitch my tent in the “less is more” camp. I invest in pieces that can be worn multiple ways during the week and also dressed up for evening shenanigans.
A blazer, a white shirt, a cashmere knit, a white or black dress, a trouser suit, jeans and a pair of high heels. These are my essentials. They may seem boring to the maximalist, but I’m a happy camper.
With that in mind, if an investment I want sells, I will pursue it. Like when, a few years ago, in snowy New York, I went on a mission to get a big wool cardigan from Anine Bing. The wind chill factor hurt my face and I almost got hypothermia, but I still have the cardigan so it was worth it!
Anine, who was born in Denmark but raised in Sweden, is a muse for less is more and her brand, she says, combines “Scandinavian simplicity with American energy”.
Now based in Los Angeles, the former model was one of the first to use social media to create her brand, and her stylish collections and lifestyle – she even made it glamorous to eat snails during shows. recent trip to Paris – are a big hit with her. over a million Instagram followers.
This year, Anine celebrates a decade in business, with her collections now sold in 350 stores worldwide. She has just opened a second independent boutique in the UK in Chelsea, London.
Since longevity is no trivial matter in fashion, I wonder what the secret of its success is.
Anine, an early riser who likes to take her kids to school before heading back to her home office, said, speaking exclusively to The Chic List, “I’m a very creative person. I love being involved in every step of the way, so I also shoot content, review designs, approve samples and find inspiration for our next collections.’
To relax, Anine says she likes to hike and walk on the beach – typically LA. Then, after kissing her children goodnight, she is in bed at 10 p.m.
It’s a balance that clearly works, as her brand – which she launched with husband Nicolai in 2012 from her garage in California, selling jeans, a leather jacket, boots and t-shirts – continues to grow. reinforce. “Effortless wardrobe essentials are our heart,” she says. “We still have pieces from my first collection that we are selling today.”
And the new store isn’t Anine’s only big move this year. It is developing in China while developing its Resort collection.
Sometimes being minimalist takes maximum effort.
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