“An-een-uh will be with us shortly,” Bing’s publicist says with a contrived casual air as we wait for the designer to join the Zoom interview. “Ah,here’sAn-een-uh,helloAn-een-uh.” Message understood. Landmine averted.
While the correct sound of Bing’s name strives for recognition,her personal style is loud and clear.
“We already had such a loyal community when we launched. It was a much smaller scale but the trust was already there.”
That community rapidly grew to encompass Australian insiders,with support from fellow digital pioneersTash Sefton and Elle Ferguson and their now defunct blogThey All Hate Us.
“When we opened our first LA store nine years ago,Tash and Elle were the first Aussie influencers to come in. I was already following them. They would pick up a few pieces,post them,and the audience grew from there.”
“It’s the way she does off-duty cool girl wardrobe essentials that makes the brand a must,” says Ferguson. “It started with a pair of studded black ankles boots and a black leather jacket that were the pieces you had to have. Anine is just understated cool at its finest.”