High above Sunset Boulevard on Tuesday night, Anine Bing toasted its summer collection at the penthouse of Chateau Marmont in Los Angeles.
“There’s no better place,” said Julie Bourgeois, the brand’s chief executive officer, in town from Paris, of celebrating at the famed hotel. With golden hour kicking in, the terrace of the suite offered a panoramic 180-degree view of the city — a striking backdrop for the cocktail party.
“We’re getting our Anine Bing muses and friends of the brand together,” said Bing, founder and chief creative officer.
The L.A.-based Danish designer, who rose on the scene as a content creator, launched the business in 2012 before opening her first store on Bleecker Street in New York in 2015. She has since grown the brand’s retail footprint to 37 stores globally, including 21 in the U.S., seven across Europe and the U.K., and three each in Canada, Australia and Asia. Ten of the locations have opened in the last nine months since Bourgeois’ appointment.
“She’s stayed loyal with us for the last 10 years, and we’ve seen that she’s staying with us and she has been, as well, evolving as the brand evolves,” Bourgeois said of the core consumer.
“Tonight is a little opportunity to celebrate the brand and life and all the amazing support from our women,” Bing went on.
It was indeed a room full of women — true to the brand’s community-driven spirit; sipping on martinis and margaritas, the event brought out actors, creatives and influencers including Awkwafina, Alison Brie, Yvonne Strahovski, Minka Kelly, Brianne Howey, Rachel Zoe, Ashley Madekwe, Akira Akbar, Malin Akerman, Aimee Song, Rebecca Gayheart, Maria Bakalova, Rocky Barnes and Lauren Wasser. Everyone wore Anine Bing.
“I love seeing it on everybody and see everybody style it,” Bing said of the looks — a mix of denim, oversized blazers, button-ups, tanks, baggy trousers and lightweight sweaters. “My mission with the brand is really to empower women and make them feel like the best version of themselves.”
Bing has offices in L.A., New York, Shanghai and Paris, which recently opened. “The whole design team is in Paris now,” said Bing.
“The DNA is intact, and now it’s building the next chapter,” added Bourgeois.
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