If you don’t already, it won’t be long before you know Anine Bing – both the woman (and trendsetter) and her namesake line of clothing, shoes, accessories, jewellery, lingerie and kids wear.
Bing lives in LA, but was born in Denmark and raised in Sweden, and is synonymous with her brand. She’s cool and relatable – a modern mother and businesswoman with a touch of rock’n’roll to her. She started her label in a garage in Los Angeles in 2012 and has since turned it into multi-million dollar business. The extraordinary speed of that success is due largely to her enormous social media following.
Bing now has 15 bricks-and-mortar stores around the world (and counting; number 16 will open in Miami this month) including in LA, New York, Paris, London, Barcelona, Berlin and now in Sydney’s Paddington. The Five Ways store marks the brand’s first complete collection in the Southern Hemisphere.
Why Sydney? “We have a strong customer base [here],” says Bing. “We saw this from an e-commerce and wholesale perspective so it made sense for us to start in Sydney. We also love to listen to our customers on social media, and they have been very loud about a location [here].”
In fact, Australia has been a top-five market for the brand since it launched online seven years ago.
What you see Bing wearing on her personal Instagram account today will be available online and in store within a week. New collections are released monthly – including T-shirts and jumpers, which almost always sell out – and new pieces launch each Tuesday to satisfy constant customer demand. (Or perhaps to fuel it.)
Having a physical space where customers can see and touch the clothing is important to Bing. She says online browsing doesn’t allow someone who’s unfamiliar with the brand to understand the fit of its tees, the quality tailoring of its blazers, or the buttery-ness of its leather pants and skirts.
The new Sydney store mirrors the 14 before it. Tall cacti frame the shop’s entrance and fill the courtyard at the back. The pared-back space is flooded with natural light that highlights the monochrome Scandinavian design, clean white walls and industrial warehouse details. The space allows the easy and effortless clothing, studded leather boots, chunky gold jewellery and snakeskin-leather bags to do the talking.
Bing’s favourite piece from the current collection? “You can never go wrong with our crisp Mika Shirt. It's my go-to piece when I can’t decide what to wear in the morning.” There’s lots planned by the designer for 2020. “Including new store openings and exciting campaigns. I can't share too much, but we're all very excited for the new year,” she says.
213 Glenmore Road, Paddington
Mon to Wed, Fri 9.30am–5.30pm