Part One: The Story

Anine Bing: "The Best Wardrobe Is the One That Becomes Part of Your Life"

ANINE BING was born from a point of view, not a business plan. In 2012, Danish-born designer Anine Bing launched her label from Los Angeles with twelve pieces, a clear aesthetic, and an instinct for what modern women actually want to wear. She didn't follow fashion's rules. She simply made the clothes she wanted for herself, and found that women everywhere felt the same way.

Twenty-six years ago, Danish-born model and designer Anine Bing began quietly building something that didn't follow the rules of fashion — no grand runway debut, no glossy investor pitch. Just clothes she wanted to wear herself, sold directly to women who felt the same way. Today, ANINE BING is one of the most recognisable names in effortless, elevated dressing, with studios in Los Angeles and Paris and a loyal following that spans continents.

We've stocked ANINE BING at Superette for years, and season after season, her pieces are among the most loved things we carry. So when we got the chance to sit down with Anine herself, we didn't hold back. We asked about the brand's beginnings, the new Paris studio, her personal style philosophy, and what she thinks connects women in New Zealand to clothes made in LA. Here's what she had to say.

Part Two: The Brand

The brand started with 12 pieces. Did you ever imagine it would become what it is today?

I honestly never could have imagined it. When I started ANINE BING, I was just following my gut and trying to create the kind of clothes I wanted to wear myself. I had 12 pieces, a two-person team, and no big plan for what it would become. I think that's still one of the things I love most about the brand. It grew organically, one woman at a time. Looking back, I'm incredibly proud of how far we've come, but I'm also grateful that we've never lost that feeling of being personal and close to the customer.

Your Fall 2026 collection is the first designed entirely from your new Paris studio. How has the city shifted your creative perspective?

Paris has always been a place that inspires me, so having the design studio there feels like a natural next chapter. There's something about the way people dress in Paris that feels very effortless and confident. Nothing feels overdone. That really resonates with me and with the way I think about ANINE BING.

Having the studio in Paris has also made me think even more about longevity. I'm less interested in creating something just because it's new and more interested in creating pieces that you want to wear over and over again. The best wardrobe is the one that becomes part of your life.

I spend my time between LA and Paris, and those are the two cities that have inspired me the most from the beginning. The ANINE BING style is very international. It works just as well in Paris, Sydney, LA, Shanghai or New York. It's all about timeless pieces and creating that effortless uniform.

How would you describe the ANINE BING woman?

She's confident, independent and knows herself. She has a lot going on in her life and doesn't want to spend too much time thinking about what to wear.

She's not dressing to follow a trend. She's building a wardrobe that feels like her. That's always been the woman I design for, and honestly, she's also the woman I am.

Part Three: The Reset

You've spoken openly about going through burnout and a period of deep personal reflection. How did that change the way you show up for the brand?

It changed everything. I had to slow down and really ask myself what I wanted my life to look like and what was actually important to me. I think for a long time I was running on adrenaline and constantly looking ahead to the next thing.

Now I'm much more intentional about where I put my energy. I've learned that you can build something ambitious without losing yourself in the process. I'm also much more comfortable trusting my instincts and saying no to things that don't feel right.

Another thing I'm prioritising is making time for self-care. Anything from working out to therapy or getting a facial. It's all about balance. But to be honest, I'm feeling more energised than ever at the moment. I feel so inspired for this next chapter, both in my personal life and with the business.

Part Four: The Wardrobe

You're famously loyal to the same wardrobe staples, white tee, jeans, leather jacket. What does getting dressed actually look like for you on a normal day?

It takes me two minutes. When you have all the building blocks in your closet, it makes getting dressed so easy. The uniform for me is a white tee, denim, a blazer or leather jacket, and a pair of flats or boots. I also love cosy cashmere knits and suit pants.

I believe less is more. Only keep what you actually wear and love in your closet. Invest in fewer, but better, pieces. I don't want getting dressed to feel like work. I want to put something on and immediately feel like myself.

We're based in New Zealand, and your pieces are among the most consistently loved things we carry, worn season after season. What do you think it is about the brand that resonates so strongly with women at this end of the world?

I think women everywhere are looking for the same thing: clothes that make them feel good and feel like themselves. ANINE BING was never created around a specific trend or a specific type of woman. It's about creating really great wardrobe staples that you can make your own.

I also love that our pieces travel so well. You can wear the same jeans and leather jacket in LA, Paris, Copenhagen or New Zealand. They become part of your life rather than something you only wear for one season.

And by the way, I LOVE New Zealand! I went about 20 years ago and I'm hoping to come back for a visit soon.

What's your single best piece of advice for building a wardrobe – or anything, really – that lasts?

Buy less, but buy better. Know what you feel good in. Invest in pieces you can wear over and over again and that work with the things already in your closet. I personally love neutral colours because they're so easy to mix and match. If you have 20 pieces in your closet that all work well together, then you can add one or two items each season. Build a closet that you will love 10 years from now.

Finally, what's exciting you right now, and what comes next for ANINE BING?

I'm excited about this new chapter, personally, creatively and for the brand. Opening our Paris office has been a big moment for me, and I feel like we're entering a really exciting phase of ANINE BING.

We're continuing to sharpen the brand and focus on what we do best: effortless, timeless pieces that women genuinely want to live in. At the same time, I'm giving myself more space to explore creativity outside of fashion, whether that's music, writing, interiors or other projects.

I think the next chapter is about building on everything we've created while staying curious about what's next.