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The brand that’s too cool to be mispronouncing


The fashion landscape is embellished with landmines primed to detonate vain attempts to sound cool. Stumbling on Aje (ej never Ah-jay), Balmain (bal-MAH-n never call-MAIN) or Hermes (er-mez) and you might as well wear it Tar-jay.

The latest name to stumble on the lips of personal shoppers for Meghan, Duchess of Sussex, Kendall Jenner and Selena Gomez is Danish-born designer Anine Bing. Local stylists falsely whispered about it One one‘s cool girls’ slouchy jeans, oversized blazers and retro sweatshirts since opening her Sydney store in 2019 and the volume has ramped up with the boutique’s debut in Melbourne this month.

Danish influencer and designer Anine Bing has opened her second Australian boutique in Melbourne.

One-a-uh will be with us soon,” the Bing publicist says with a contrived nonchalant attitude as we wait for the designer to join the Zoom interview. “Ah, here it is One-a-uhHello One-a-uh.” Message understood. Land mine averted.

While the proper sound of Bing’s name strives for recognition, her personal style is loud and clear.

“We already had such a loyal community when we started. It was much smaller, but the trust was already there.”

That community quickly grew to include Australian insiders, with support from fellow digital pioneers Tash Sefton and Elle Ferguson and their now-defunct blog They hate us all.

Meghan, Duchess of Sussex, wears Anine Bing's Kylin top in Düsseldorf in September to promote the Invictus Games.

Meghan, Duchess of Sussex, wears Anine Bing’s Kylin top in Düsseldorf in September to promote the Invictus Games.Credit:Getty. Delivered

“When we opened our first store in LA nine years ago, Tash and Elle were the first Australian influencers to come in. I was already following them. They picked up a few pieces, posted them and the audience grew from there.

“It’s the way she creates casual wear for cool girls that makes the brand a must,” says Ferguson. “It started with a pair of black studded ankle boots and a black leather jacket, those were the must-have pieces. Anine is just understated cool at its best.”

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