This Scandi Style Blogger Has Created The Ultimate #Instabait Fashion Brand

‘My combination of Scandi minimalism with LA rock boho definitely got me noticed by streetstyle photographers. People would comment saying where did you get so and so. That’s where the idea for my brand came from.’
 
‘From blogging I realised people didn’t want to have to wait six months to wear something I was wearing. So I decided to make my collection season-less. I design a monthly collection then release a couple of pieces each week. It keeps it exciting for the consumer.’
 
‘My brand is not about being too trendy. It’s more about wearable pieces with a touch of what’s going on in the industry.’
 
‘I didn’t go to fashion school. I’m self-taught. In a way it’s an advantage in not having an education because I think like a normal person. I know what the average woman needs. I don’t complicate it.’
 
‘Kate Bosworth, Jessica Alba and Rosie Huntington-Whiteley have all worn my pieces. But sometimes a blogger causes sales to spike more. I think it’s because people can relate to them more.’

'The idea behind #AroundTheWorldInAnineBing was to get engaged with real women who love, wear and inspire the brand. Our biggest fans have discovered us through social media, so it felt right to tap into those same women to find the face for our upcoming campaigns. We asked our followers to upload a photo of themselves to Instagram using the campaign hashtag, and eventually we came across two women in London whose style we absolutely loved.'

 

'Our goal behind the campaign was to feature real women who wear the brand... women with a story. The women we chose were such a great representation of that. Kitty is a 50-year-old lawyer and Lu is a Fashion Editor in her late 20s. Each possess so much personality and passion, and we just knew they were a perfect fit for what we wanted to accomplish with this campaign.'

 

'Each woman had a completely different approach to the way they wore the brand, and that’s what we loved about them. Lu’s style is classic, sweet and playful while Kitty’s is a bit more edgy with timeless sophistication. There were a few looks where each woman dressed in the same top but wore it so differently and that was kind of the whole point. You can take these classic pieces and really make them your own.'

 

'We don’t chase trends. I’m a mom, and so it's important to me to design with everyday women in mind. I think, “what do women wear?” and “how can we create clothes that keep these hard-working women looking stylish despite the busyness of life?” And the answer was creating pieces that were versatile for casual wear or could be dressed up. My brand is about luxurious wardrobe basics that you’re able to mix again and again for an entirely new look.'

The Pieces That Work For Every Age According To Anine...

'I’m a denim person and I couldn’t find the perfect pair of jeans. I wanted to create a pair that looked good on all body types. It’s so important that the pockets are right. Not too high. Not too far apart. I can’t stress this enough… denim with the perfect fit makes all the difference.'

 
'A leather jacket is a key piece in any wardrobe, and no matter the age group, it elevates your entire look. I have two styles in my core collection, one is oversized the other is more fitted. You can pair them easily with denim, a knit or a dress.'

 
'A lace bralet is good for layering. If you wear it under a deep t-shirt, it just peeks through. When Kendall Jenner was papped wearing it, it immediately sold out.'

 
'I dress really simple but when I put on these Charlie boots I feel a bit more excited about the day. And they are great from taking a look from day to night.'

 
'I just love a tee with jeans and a leather jacket. I focus a lot on the materials. I like to keep it natural like using cotton and linen. These are pieces you can wear time and time again, and they work well on everyone! The best way to wear any basic is to tuck them in the front and layer with a knit for comfort or a leather jacket or a more sophisticated or edgy look.'
 

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This Scandi Style Blogger Has Created The Ultimate #Instabait Fashion Brand