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The Black Book

Born in Denmark and raised in Sweden, Anine Bing began her career as a model before launching her namesake label in Los Angeles in 2012. What started as a small collection has since grown into a globally recognized fashion brand, celebrated for its effortless blend of Scandinavian simplicity and American edge.

Today, as a designer, entrepreneur, musician, and mother, Bing continues to shape a life guided by intuition, creativity, and authenticity. In our conversation, she opens up about returning to music, navigating burnout, and redefining success through the lens of family, balance, and trusting herself.

You’ve lived several distinct lives already: model, musician, blogger, founder, creative director, and mother. Looking back, what thread connects all of those versions of yourself?

I think the thread connecting all of those versions of myself has always been creativity. Whether I was modeling, making music, writing a blog, building a brand, or raising my children, I was always searching for ways to express myself and create something meaningful. The mediums changed, but the desire to connect, tell stories, and evolve has always remained the same.

You launched your brand from a garage long before founder-led brands became the norm. What do you remember most vividly about those early days?

The early days were incredibly scrappy. I was packing orders myself, answering customer emails, and doing whatever needed to be done to keep things moving. What I remember most is the excitement. There was no blueprint, no guarantee of success, just a strong belief in what I was creating and a willingness to work hard for it.

Building a global brand can look effortless from the outside. What were some of the biggest challenges or lessons that shaped you along the way?

One of the biggest lessons has been learning that growth requires constant adaptation and consistency. Every stage of building a company brings new challenges. There were moments of uncertainty and moments when I had to make difficult decisions without knowing exactly what the outcome would be. I’ve learned that resilience is not about always feeling confident or having all the answers. It’s about trusting yourself enough to keep going.

As your company grew, was there a moment when you realized the business had become something much bigger than you originally imagined?

There wasn’t one single moment, but I remember walking into one of our stores and seeing women from different generations connecting with the brand. It hit me that this had become much bigger than clothing. It had become a community and a lifestyle that resonated with people around the world.

Looking back, it’s incredible to think about how it all started. In the beginning, it was just a small webshop with 10 products. Today, we have 40 stores worldwide and offices in LA, New York, Paris, and Shanghai. I still have to pinch myself sometimes. The company has grown beyond my wildest dreams.

You’ve spoken openly about experiencing burnout and reaching a point where something needed to change. How did that period reshape your definition of success?

Burnout forced me to reevaluate everything. For a long time, I associated success with achievement and constant growth. Going through that period taught me that success also includes peace, balance, health, and being present for the people you love.

I learned that building something meaningful doesn’t mean losing yourself along the way. Today, success feels much more holistic than it once did.

You often speak about intuition and trusting your gut. Has there been a decision, either personal or professional, where listening to yourself changed the course of your life?

Moving to Los Angeles was a decision that came entirely from intuition. On paper, it didn’t necessarily make sense at the time, but something inside me knew it was the right next step. Looking back, that decision changed the course of both my personal life and my career. It taught me the value of trusting myself, even when the path isn’t obvious.

I actually have a tattoo on my arm that says, “You know when you know.” For me, it’s a daily reminder to trust that inner voice. I rely on intuition in so many areas of my life, from hiring people and building a team to making both small and life-changing decisions.

Of course, intuition doesn’t replace hard work or careful thinking, but I’ve learned that our instincts often know the answer before our minds catch up. When we learn to listen to that voice and trust it, it can become one of the most powerful tools we have, both in business and in life.

After spending years building a company and raising a family, you found your way back to music. What did returning to that creative outlet unlock for you?

Returning to music felt like reconnecting with a part of myself that had been waiting patiently in the background. It gave me a space where there were no business objectives or expectations. It was simply about expression.

It reminded me of who I was before I became a founder and allowed me to rediscover my voice in a new way.

Your recent album felt incredibly personal. Was there something you learned about yourself through the process of writing and recording it?

The process taught me the power of honesty. Writing and recording the album required me to sit with emotions and experiences that I hadn’t fully processed before. I learned that vulnerability can be uncomfortable, but it’s also where the most meaningful work often comes from.

You’ve described this chapter of your life as “coming home” to yourself. What does that phrase mean to you today?

To me, coming home to myself means letting go of who I thought I was supposed to be and embracing who I actually am. It means trusting my instincts, honoring my needs, and feeling comfortable in my own skin.

It’s a journey of self-acceptance rather than self-perfection.

You have inspired many women by speaking honestly about change, authenticity, and having the courage to move forward. Why do you think so many people struggle to live their truth?

I think many people struggle to listen to themselves because it often means letting go of expectations, both our own and those placed on us by others. Change can be scary because it creates uncertainty. But I’ve learned that the discomfort of staying disconnected from yourself is often greater than the fear of change.

What advice would you give to a woman who knows something in her life needs to change but is afraid to take the first step?

I would tell her that she doesn’t need to have everything figured out before taking action. The first step is rarely perfect. Courage isn’t the absence of fear; it’s moving forward despite it.

Trust yourself enough to begin, even if you can only see a small part of the path ahead. Keep listening to your inner voice and trusting your own strength.

Change is scary, and there will always be reasons to stay where you are because it feels comfortable and familiar. But some of the most beautiful things in my life have come from taking a leap before I felt completely ready.

You may not see it in the moment, but growth and new opportunities are often waiting on the other side of change. It’s brave to choose a new path when you don’t know exactly where it will lead.

If your heart keeps telling you something needs to shift, listen to it. I promise you, it’s worth it.

You’ve shared how important honest conversations have become within your family. How has vulnerability changed your relationship with your children?

Vulnerability has changed the way we communicate as a family. I want my children to know that emotions are not something to hide.

We can talk about difficult things, we can make mistakes, and we can always come back to each other. I think that creates a deeper level of trust and connection.

What do you hope your children learn from watching you navigate both the highs and the difficult moments of life?

I hope my children learn that life isn’t about avoiding mistakes or difficult moments. It’s about how you navigate them. I want them to see that resilience, kindness, and self-awareness matter more than perfection, and that growth often comes from the moments that challenge us the most.

My children have seen me through some of the highest highs and lowest lows of my life. Going through a divorce and building a new life on my own was one of the hardest things I’ve ever done, but also one of the most empowering. It pushed me to grow in ways I never expected and taught me lessons I couldn’t have learned any other way.

My kids have seen me roll up my sleeves and get to work, but they’ve also seen me scared, overwhelmed, and sad. I think it’s important for children to see the full range of emotions. Life isn’t perfect, and I don’t believe in pretending that it is.

So often we put up a facade that everything is effortless, when in reality life is layered, complicated, beautiful, and sometimes messy.

More than anything, I hope they learn that you can get through hard things. I hope they see the joy that comes from building a dream, but also understand the work, perseverance, and courage it takes to get there.

New York has always been a city of reinvention. Does that idea resonate with you personally as you enter this new chapter?

Absolutely. I think reinvention is a part of life. We are constantly evolving through different experiences, and some of the biggest periods of growth come from the moments we never planned for.

Over the last few years, I’ve gone through a lot of change personally and professionally. Going through a divorce and building a new life taught me that reinvention isn’t about becoming someone else. It’s about becoming more of who you are.

New York has always embodied that spirit for me. It’s a city that encourages people to dream big, take risks, and start fresh, which feels very fitting for this chapter of my life.

Looking ahead, what are you most excited about, whether personally, creatively, or professionally?

I’m excited about continuing to create and staying open to new possibilities. I’ve never liked putting myself in one box, and I love exploring different creative outlets, whether that’s fashion, music, storytelling, or something completely unexpected.

Personally, I’m excited about this new chapter of life and all the experiences that come with it. Professionally, I’m still as passionate as ever about building the brand and seeing where it can go next.

More than anything, I’m excited to keep growing, learning, and following my curiosity. Some of the best things in my life came from opportunities I never planned for, so I’m looking forward to seeing what comes next.

Bench Illustration Couple Illustration