A conversation with one of the coolest and most effortlessly elegant designers of the past decade.
Perfectly fitted jeans and a T-shirt, a black leather jacket and boots (or sharply pointed stilettos). Finish the look with sunglasses and a vintage handbag, chosen from her extensive collection.
Since launching her namesake label in 2012, designer and founder Anine Bing has built a global following with a style that is equal parts cool and sophisticated, with an unmistakable rock ‘n’ roll edge. It’s the kind of look that never goes out of style.
A Danish girl who grew up in Sweden, Anine spent much of her early career as a model, traveling through London, Stockholm, Belgium, Hamburg and Johannesburg before settling in Los Angeles at 21. Today, she lives and works there with her husband, Nicolai Bing, and their two young children, Bianca and Benjamin.
Her personal Instagram account has amassed 1.2 million followers. Yet, somewhere between running a fashion business and building her presence as an influencer, Anine has found her way back to another passion: music.
Born on November 30, the Sagittarius designer recently celebrated her 41st birthday and released “Beautiful Girl,” an original song marking her return to music after a 12-year hiatus.
With Brazilian roots through her maternal grandmother, who was from the countryside of São Paulo, Anine grew up visiting Brazil and credits her grandmother with introducing her to fashion at an early age. That connection remains close to her heart. “I’m so excited about what’s to come,” the creative director tells Lifestyle Mag in an exclusive conversation during our photo shoot in Los Angeles.
LM: What makes a Danish woman fall in love with Los Angeles?
Anine Bing: I love the energy of Los Angeles. It’s effortless and cool, with so much to offer, from the warm weather and beautiful nature to its sophistication. It also has a real neighborhood feel, which I love, and a wonderful community for me and my family.
LM: You have Brazilian roots. Tell us about your connection to Brazil.
AB: My grandmother, Elly (known as Eli here in Brazil), was Brazilian, and I used to travel there to visit her. She was the one who introduced me to fashion when I was very young. I’ve always been so inspired by those trips — the colors, the energy and the lifestyle in Brazil! And every night, I sing a Brazilian lullaby to my children: “Dorme neném, que a Cuca vem pegar.”
“My grandmother was Brazilian, and I always visited her. The colors, energy and lifestyle in Brazil have always inspired me.”
LM: How did you make the transition from modeling to becoming an entrepreneur?
AB: I knew I wanted to work in fashion from a very young age, which is why I started modeling. I loved being on set and learning how to put looks together. Over time, I really developed my own sense of style. I saw a gap in the market for timeless pieces, so I decided to create my own line.
It all started in my garage in Silver Lake in 2012. I designed a small collection: two pairs of jeans, a leather jacket, boots and T-shirts.
It’s surreal to see how far we’ve come! I’m so proud of the global fashion house we’ve built.
LM: How did the influencer side of your career come about?
AB: I started writing a blog in my early twenties because people were interested in my personal style and the way I mixed vintage pieces with new brands. Anine’s World featured my latest fashion finds and styling tips (and I had no idea it would attract so many followers!). Then I started my personal Instagram account.
We were one of the first brands to recognize the power of social media, and we’ve been building our customer base through those platforms from the very beginning.
LM: How would you describe your personal style?
AB: Timeless, effortless and classic.
LM: The woman who wears Anine Bing is…
AB: A modern woman who wants to feel her very best. She’s sophisticated, but effortless.
LM: Where do you find inspiration?
AB: I find inspiration in so many different places — travel, photography, flea markets, art and Instagram. The list is endless! I work closely with my design team to create mood boards and develop a story behind each collection.
We really approach every piece with intention and meaning.
LM: What does a typical day look like for you?
AB: I’m a morning person. I wake up early and like to have a few moments to myself. When the kids were younger, they would wake me up, but now that they’re a little older, they tend to sleep in.
First, I catch up on emails from Europe, then check my schedule for the day and go through Instagram, both for inspiration and to respond to any messages that may have come in.
Once the kids wake up, we have breakfast together, get our bags ready and head off to school.
I work from home four days a week, where I have video meetings. In between, I like to shoot content, review projects, approve samples and think about our upcoming collections.
Most evenings, I prefer to keep things quiet, and I try to use that time as an excuse to put my phone away. I go to bed early, around 10 p.m., after kissing my children goodnight.
LM: And what about the days you go into the office?
AB: My schedule is usually packed with team meetings and lots of decisions! I’m a very creative person, and I love being involved in every step of the process.
LM: What do you enjoy doing in your free time?
AB: Like any woman running her own business, my dream way to spend free time is always with my family. That’s nonnegotiable. We go hiking or play backgammon together. I love going to the beach. I feel peaceful and grounded when I’m surrounded by nature.
LM: What advice would you give women trying to find that delicate balance between self-care, work and personal life?
AB: When I first started the brand, it took up 100 percent of my time. My husband and I had to do everything ourselves. Over the years, I’ve learned how important it is to manage my time and energy.
It’s so important to make quality time for family and friends and to share life’s special milestones with them. For me, it’s about prioritizing my mental health and balancing work with the things that keep me grounded. Lately, I’ve been spending a lot of time at the beach with my family.
LM: Success means…
AB: Feeling confident in your own skin and being kind to others.
LM: Your life philosophy in one sentence?
AB: Be true, be yourself. You know when you know…
LM: What’s the biggest lesson you’ve learned since founding Anine Bing?
AB: My biggest lesson has been to have a clear vision and stay true to it. And to surround myself with people who understand that vision.
LM: What’s it like having your husband as the company’s CEO? And how do you work through differences of opinion?
AB: We try to keep our professional and personal lives separate. I’m the creative one, and he’s the business mind. We really complement each other and have learned how to find the right balance between those two roles.
We both know that our family and children come first, and that will never change.
LM: What helps you manage everyday stress?
AB: Meditation and breathing exercises.
LM: How long does it take you to get dressed?
AB: It depends on the day and what’s going on, but I really do get dressed quickly. That’s what I love about our pieces: they make it so easy to get ready and still look stylish. They’re wardrobe essentials — the ultimate basics!
“I love a blazer, great jeans, a white T-shirt and leather boots. It’s my favorite combination: practical, chic and perfect from day to night.”
LM: What are your favorite wardrobe staples, besides your handbags and your go-to sunglasses for the Los Angeles sunshine?
AB: I love a blazer, great jeans, a white T-shirt and leather boots. That’s been my uniform for the past decade. It’s my favorite combination — practical, chic and easy to take from day to night.
LM: What can we always find in your beauty bag?
AB: The Solution collagen from Oslo Skin Lab has become part of my daily routine. I take the little sachets with me wherever I go. They’re so easy to carry around, and they leave my skin feeling soft.
Ole Henriksen’s Strength Trainer Peptide Boost moisturizer is also a daily skincare essential for me.
LM: You’ve said that starting a company is a lifestyle in itself. How has motherhood changed you?
AB: One thing I’ve learned along the way is how important balance is. I definitely work a lot, but as much as I love my job and my incredible team, my family will always come first.
LM: What are your favorite things to do with Bianca and Benjamin?
AB: We love going on bike rides, taking walks and playing backgammon together. I absolutely love spending time with them. They’re my greatest inspiration.
LM: Your idea of a perfect vacation?
AB: The beach. I find it so relaxing. A good book and, of course, a game of backgammon make it perfect.
LM: Three of your favorite places in the world?
AB: My home in the Montecito area of Santa Barbara, California; Denmark, where I was born; and Paris!
LM: One can’t-miss recommendation for anyone visiting Los Angeles?
AB: There are so many great restaurants here, it’s hard to choose. But for a fun night out with my girlfriends, I often go to Chateau Marmont. It’s fun to people-watch, and the atmosphere is wonderful.
LM: Which women do you admire most?
AB: I’ve always admired Princess Diana’s and Kate Moss’s effortlessly chic style. They both have such timeless beauty.
LM: Any interesting behind-the-scenes stories from Kate Moss’s campaign for the brand?
AB: Kate is so professional! Once she stepped in front of the camera, she had delivered every look within five to ten minutes. She knows exactly what she likes.
It was amazing to see her reaction to all the pieces in the collection, and even to watch her leave the set wearing a few of them!
As a designer, Kate Moss has always been an inspiration to me. She’s the epitome of timeless beauty and iconic style, embodying everything Anine Bing represents as a brand.
LM: Your favorite song is “Linger” by The Cranberries. What else is on your playlist?
AB: Definitely rock ‘n’ roll.
LM: What legacy would you like to leave your children?
AB: I want them to be proud of me as their mother. Of course, I’d love for them to recognize the brand and all the incredible things we’ve accomplished, but more importantly, I want them to feel loved and proud of who they are — and to know that I helped them get there.
LM: How do you picture yourself at 80, still wearing a leather jacket and a T-shirt?
AB: Absolutely! Hopefully, still wearing my signature uniform: a crisp white T-shirt, great jeans, a blazer and leather boots…
Photo: Meredith Bruner
Beauty: Bekamlessel
Styling: Alessandra Kertzer
Art direction: Maju Cancella
Editorial director: Clau Ribeiro Bernstein
Anine wears ANINE BING