She was one of the first fashion bloggers to launch her own fashion labels, making her Scandi-meets-New-York style available to her followers.
Now, Denmark-born Anine Bing, who started her brand in 2012 after racking up a huge following by sharing her outfits, is opening a bricks-and-mortar store in London and we couldn’t be more excited.
The feminine and edgy style of the Anine Bing brand has already attracted the likes of Kendall Jenner, Gigi Hadid and Rosie Huntington-Whiteley, who can’t get enough of it. The brand currently sells in over 300 stores worldwide, with flagships in LA, New York, Paris, Barcelona, Madrid, Berlin and now London.
Bing’s clothing line was initially digital-first, dropping just 10 to 15 products, offering leather jackets, jeans, dresses and T-shirts, before shoes were added to the collection with the launch of the Charlie boot. Bing told WWD that, “Those boots were what put us on the map in the fashion industry. Everybody started wearing them.”
Her shoes are now some of the best-selling items, along with its lingerie, which proved to be a sell-out after Kendall Jenner was spotted in an Anine Bing lace top bra to Coachella in 2016. Bing revealed that the brand’s celebrity fanbase isn’t down to paying people to wear it, ‘We never pay anyone, we look at it as an organic channel. The women liking our brand is something we want them to be completely authentic about.’
Anine Bing’s London store opens on Mayfair’s 3 Grosvenor Street today.