Discover the remarkable journey of Anine Bing, a Danish influencer turned fashion mogul, as she evolved from her humble beginnings to become a global brand sensation. In this article, we delve into her incredible story of passion, creativity, and hard work that led to her brand’s meteoric rise.
The Birth of Anine Bing
About a decade ago, as the blogging era was giving rise to influencers, Anine Bing started her fashion empire. This Danish sensation, known for her social media influence, launched her label in 2012 in a Hollywood garage, armed with just 10 initial looks and a burgeoning social media following.
A Decade of Transformation
Fast forward to today, and the Anine Bing brand has become a global sensation, boasting over 300 sales points and a network of 15 stores worldwide. Anine Bing’s journey is a testament to how an influencer can transition into a global fashion icon and how a dedicated young mother can build a thriving fashion empire.
Behind the Scenes
We had the privilege of sitting down with Anine Bing in the Marais, near her Paris store, where she unveiled her latest creation—a range of sweatshirts and tops featuring the iconic image of Brigitte Bardot, captured by the late Terry O’Neill.
A Simple Life with Big Dreams
Anine Bing’s journey began in a modest setting, driven by her love for fashion and her creative spirit. Hailing from a family with limited financial means, she learned to get creative with her style, transforming vintage pieces into her unique fashion statements. Her move to Los Angeles, a city where dreams know no bounds, was a pivotal moment.
From Blogger to Influencer
Her blog, «Anine’s World,» started as a way to share her adventures while modeling and traveling. Over time, it became a platform where people admired her distinctive style, characterized by a harmonious blend of vintage and contemporary pieces. Anine Bing’s transition from an influencer to a brand took seven years of relentless effort and commitment.
The Birth of Anine Bing
The brand’s humble beginnings were in her garage, where the first sale featured a linen T-shirt and a pair of jeans. Anine Bing collaborated with her husband, Nico Bing, who adopted his grandmother’s surname for the venture. He handled production, while Anine took charge of marketing and design. From these modest roots, the brand expanded its offerings, ranging from luxurious silk pajamas for elegant evenings to alluring lace lingerie for post-party moments.
Social Media Savvy
Anine Bing’s social media journey began with 50,000 Facebook friends and a mere 4,000 Instagram followers when the platform was still in its infancy. Today, she boasts over 760,000 Instagram followers and has transitioned away from Facebook for personal use. Her brand’s Instagram account (@aninebingofficial) showcases campaign images, models, and products, while her personal account (@aninebing) offers a more intimate look at her life, from travels to personal reflections and family moments.
Expanding Horizons
Anine Bing opened her first store in Los Angeles in 2014, adopting a «see now, buy now» approach. It was a small space on 3rd Street in West Hollywood, but its success paved the way for further expansion. Today, Anine Bing’s brand is a global presence, with over 300 sales points worldwide, including prominent platforms like Net-A-Porter and Nordstrom.
A Unique Marketing Strategy
What sets Anine Bing apart is her unconventional marketing approach. She creates ad campaigns exclusively for social media, bypassing traditional print advertising. Her advertising budget is channeled into digital platforms like Google, with a focus on retargeting. While she still admires print magazines, she finds them costly. Despite discussions with Vogue for branding collaborations, she remains pragmatic about costs.
Ambitious Growth
In 2020, Anine Bing aims to double her brand’s turnover, which is set to reach nearly $50 million this year. This ambitious goal will be achieved through the opening of more stores, continuous product development, and investments in creative talent. In 2018, Anine Bing secured a significant investment of $15 million from investors such as Index Ventures, Felix Capital, and Greycroft Partners, while retaining full control.
A Fusion of Style and Vision
Anine Bing’s fashion DNA combines her Scandinavian rock ‘n’ roll heritage with her California lifestyle. Her designs effortlessly transition from day to night, exuding chic sophistication without excess. While she draws inspiration from icons like Coco Chanel and contemporary innovators like Isabel Marant and Cecilia Bönstrom of Zadig & Voltaire, she remains committed to forging her own path. Her creativity finds its source in eclectic inspirations like flea markets, music, and travel. While she now leads a talented design team, her journey began with conceptualizing designs and conveying her vision to a Turkish factory. Her ultimate passion is empowering women to feel confident and stylish.
Anine Bing: A Brand Beyond the Individual
Anine Bing’s ascent from a garage-based startup to a global brand phenomenon underscores the power of personal vision, hard work, and the ability to connect with women worldwide. Her brand now often precedes her personal fame—a testament to the lasting impact of her fashion empire.
