ELLE: Can you talk about the biggest takeaway from the brand's 10th anniversary?
AB: I love the brand for ten years and have been committed to the founding philosophy, ANINE BING is deeply rooted in the combination of Nordic minimalist aesthetics and American vitality, creating a wardrobe staple that combines classic and rebellious styles for modern women around the world. Our collections are constantly evolving, but the pieces we create will accompany women for the next decade.
ANINE BING
ANINE BING
ELLE: During this period, did the brand have any new understanding and understanding of the Chinese market? In the future, will there be any new plans for the Chinese market?
AB: We're seeing more and more attention from the Chinese market. Chinese consumers have an international vision, and seek brands and products with texture and beauty, excellent quality and classic style in the world, which is in perfect line with the BRAND BING brand concept. We are understanding the Chinese market across all directions and channels, including e-commerce platforms and evaluating independent retail stores. We have partnered with an integrated platform like Net-a-Porter China, and launching the Tmall flagship store is our next step, and we are committed to bringing best-in-class products and services to Chinese customers." In addition, the brand has opened the official social media channels of Xiaohongshu and Weibo.
ANINE BING
ANINE BING
ELLE: Has there been any change in the choice habits of Chinese female consumers in ready-to-wear in the past decade?
AB: Chinese consumers are more professional and sensitive than ever, and they are looking for quality products that will stand the test of time. High-quality texture and craftsmanship are particularly important. In addition to fashion trends, they will also consider practical wear and matching with other items in the wardrobe. Creating versatile style pieces suitable for a variety of occasions is also the original intention of ANINE BING. Chinese consumers and their ever-changing styles continue to inspire me.
ANINE BING
ANINE BING
ELLE: Can you tell us your thoughts about working with supermodel Irina Shayk? Are there any memorable episodes or stories to share?
AB: I'm thrilled that Irina Shayk can interpret the brand's classic collections. Anine BING Classic series presents a timeless style that allows every woman to feel and highlight their best. Who could be better suited to perform this collection than the elegant and confident Irina Shayk? The blockbuster is presented by the talented and famous fashion photographer Chris Colls, who truly brings Irina's strong style and passion to our eyes. Irina is full of energy, self-confidence, with a beauty that does not fade, and her unparalleled personal style perfectly interprets the concept of the brand's classic aesthetic.
Irina Shayk
Irina Shayk
ELLE: How have brands been affected in the context of the pandemic? Have any strategic changes been made?
AB: When COVID-19 hit, everyone started working from home, which meant that our creative process had to shift direction as well. My team and I reacted quickly to ensure that our collection was adapted to consumers' wardrobe needs as they affected. Last year, for example, we launched the AB Sport collection, which resonated with home-based, fitness and resting consumers who demanded a more comfortable style.
Our sweatshirts and patterned T-shirts have always been highly sought after by consumers, and we clearly understand that the brand has a fixed customer base that prefers athleisure products. The emergence of the new crown has increased the demand for sportswear, so we naturally choose to expand the product line and bring consumers a product that perfectly combines fashion style and sports performance. Expanding into new categories is still one of our long-term plans and we are looking forward to launching a new resort collection that includes swimwear this year.
ANINE BING
ANINE BING