Fashion columnist and influencer Joanne Hegarty speaks to designer Anine Bing.
Every one of us has our own style journey that is constantly evolving.
Over the years, I've come to pitch my tent firmly in the camp of 'less is more'. 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, denims and a pair of great heels. These are my essentials. They might sound boring to the maximalist but I'm a happy camper.
With this in mind, if an investment piece I want sells out, I will chase it down. Such as when, in snowy New York a few years ago, I set off on a mission to get a chunky wool cardigan by Anine Bing. The wind-chill factor made my face ache and I almost got hypothermia but I still have the cardigan, so it was worth it!
Anine, who was born in Denmark but grew up in Sweden, is a poster girl 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 build her label, and her stylish collections and lifestyle – she even made eating snails on a recent trip to Paris look glamorous– are a big hit with her million-plus Instagram followers.
This year sees Anine celebrating a decade in business, with her collections now sold in 350 stores globally. She has just opened a second standalone UK shop in London's Chelsea.
With longevity no mean feat in fashion, I wonder what the secret of her success is.
Anine, an early riser who likes to take her children to school before heading back to her home office, says, speaking exclusively to The Chic List, 'I'm a very creative person. I love to be involved in every part of the process – so I also shoot content, review designs, approve samples as well as finding inspiration for our next collections.'
To relax, Anine says she likes to hike and go for walks on the beach – typically LA. Then, after kissing her children goodnight, she's in bed by 10pm.
It's a balance that clearly works, as her brand – which she began with her husband Nicolai in 2012 from her garage in California, selling some denims, a leather jacket, boots and T-shirts – is going from strength to strength. 'Effortless wardrobe essentials are our core,' she says. 'We still have pieces from my first collection that we sell today.'
And the new store isn't Anine's only big move this year. She's expanding into China as well as building on her Resort collection.
Sometimes being a minimalist takes maximum effort.
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