Anine Bing wants to empower women all over the world through fashion
Anine Bing has created a sweatshirt that she hopes will help empower women all over the world.
Speaking to us from her California home, the founder and chief creative officer of womenswear brand ANINE BING said: "I wanted to inspire everyone to be grateful, strong and themselves because that's good enough. I feel like this message is more important now than ever before." The limited-edition Ramona Sweatshirt comes in white with a bold graphic designed to encourage you to spread love and kindness wherever you go. A portion of proceeds from every piece sold will benefit Every Mother Counts, a nonprofit organisation dedicated to making pregnancy and childbirth safe for every mother, everywhere. It can be purchased for £151 from aninebing.com.
Based in Los Angeles, Bing has built a multimillion-dollar business that aims to double its growth in 2020. It is sold in more than 350 retailers globally with stores found in major cities worldwide including Los Angeles, New York, San Francisco, Miami, Paris, London, Barcelona, Madrid, Sydney, Hamburg and Berlin.
Discussing the key to her brand's growth she said: "Our clothes resonate no matter where you live in the world. We also do weekly drops which was new in the fashion industry when we launched eight years ago. We thought differently to the traditional brands and went straight to e-comm." She thinks the future of fashion lies in e-commerce and spoke about the impact the current climate has had on her label: "E-comm will be everything. It is already so important and will continue to be. As will engaging with your customer in a more personable way. I've found that really interesting during this time. I've been home for almost 10 weeks and I try and connect with the community through Instagram. No matter what brand you have it is important that you have that connection." #coronavirus #covid19 #womenfashion