Anine Bing's Fresh Start & Great Bag for Vogue Scandinavia Lensed by Janne Rugland
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Co-founder of the Anine Bing label in 2012 Los Angeles, the Danish businesswoman and former model covers the February-March 2026 issue of Vogue Scandinavia [IG]. Hilda Sandström styles Bing in a sheer, ivory Jacquemus gown on the cover, and more spring finery in a fashion story lensed by Janne Rugland [IG]./ Hair by Malin Wallin; makeup by Loraine Leger
As always, AOC digs deep into the story with hopes of expanding the initial fashion focus of the story, even adding more to an interview as our contribution to an existing piece of work. Being close to the end of writing, we return to top of page in order to stress the fact that this shoot was an all-woman team and this reality was critical to Anine Bing’s joy over the result. She shares a visual narrative of the day on IG.
Josefin Forsberg sat down with Bing for the interview to explore her personal and creative renaissance driven by music, rediscovery and the life she’s shaping for herself. The fashion story and interview ‘Annie Bing’s Fresh Start’ flows from the tightly-written text.
After some serious research on Anine Bing’s business, she has faced public scrutiny over promises made/promises kept controversy around sustainability issues attached to the business she co-founded with then-husband Nicolai [Nico] Nielsen in 2012. The couple share two children Bianca and Benjamin.
If you aren’t familiar with the brand, AOC wrote about a 2022 campaign staring Irina Shayk lensed by Chris Colls. We noted the word ‘sustainability’ was not highlighted in any way on her website.
But Bing has always spoken about the brand as if it is an ethical brand. There was limited use of organic cotton and recycled nylon which we commented on, but otherwise there was no factual aura of ethics on the website.
Do We Expect More From Scandinavia?
It might be unfair to ‘assume’ that a brand inspired by ‘Scandinavia meets LA’ is carrying ethical principles in its set of values. AOC is probably guilty of having high bar expectations from this region of the world, and I’m very proud of my own Danish and Swedish heritage.
Good on You went aggressively against Anine Bing, and I only bring it up because Gemini-3 AI brought it up. I LOVE this platform and had no time to challenge Gemini on a Good on You writeup on Anine Bing. AOC has existing issues with Good on You for demanding the near-impossible.
Also Good on You rates every aspect of a business from worker rights to enough greens in the lunch served to workers. The last example is an exaggeration, but you get my point. Good on You is ‘Woke on Steroids’.
Dropping in again on Anine Bing, little has changed from our 2022 examination. Returning to Good on You for comparative context, Stella McCartney has a ‘Good’ rating on Good on You. That’s not the top rating. Patagonia has a ‘Good’. When Stella McCartney and Patagonia can’t cut it, perhaps my vibe is actually accurate.
Anine Bing, Guest in Residence and Sporty & Rich all share ‘Not Good Enough’ — as does Gabriela Hearst — sitting one notch down from Good.
AOC does not consider Gabriela Hearst to reside in this shared space with Anine Bing, Guest in Residence and Sporty & Rich. We’re not throwing shade at the other three brands, just elevating Hearst.
The designer uses Inversa’s exotic leathers, which probably puts her in the graveyard on ‘Not Good Enough’.
Inversa’s leathers are developed from invasive species causing extreme harm to the ecosystems in which they’re living. Its python leather, for example, is sourced from the Greater Everglades in Florida, where non-native pythons are reducing some native species populations by a shocking 90 per cent. [Note: link coming. AOC has written about Inversa and Hearst.]
A Divorce and the Hoffman Process
Anine Bing currently splits her time now between Los Angeles and Paris, where her main design studio now operates. her divorce is final and she is thrilled with her new focus, as well as her undertaking a therapeutic retreat.
Known as the Hoffman Process, the program is designed to help individuals identify and release subconscious negative behaviors, limiting beliefs, and emotional patterns rooted in childhood, often termed the "Negative Love Syndrome," to foster, emotional, intellectual, physical, and spiritual transformation.
The star of this Vogue Scandinavia February 2026 issue had to wait a year to participate in the retreat. Considerable prework was expected of Anine Bing, and it dove deeply into her “childhood stuff”. View her IG commentary here, dated February 14, 2025.
The Anine Bing Bag
In closing, we share images from Anine Bing’s Fall 2025 campaign for her new bag, shot by friend, photographer Chris Colls. These images are not part of the Vogue Scandinavia shoot. Framed like a vintage clutch but bold enough for this exact moment, the bag comes with a manifesto. “This bag is more than an accessory—it’s a reflection of the woman who carries it,” Bing said in the campaign’s accompanying message. “Confident. Intentional. In her power.”
We will share the campaign in its entirety, but it echoes visually Bing’s current state of being and message with overt body language. It’s definitely a ‘take no prisoners’ set of true-grit woman images, but one required today.
Bing owns her sensuality, her mind and creativity. Anine Bing refuses to be pushed around. Her list of reasons why the bag is terrific are many. And she’s definitely the one to sell this ‘first creation’ in her post Hoffman Process, revived and back-on-the-road life.
I did not come warmly to this post. Now I am clapping loudly and so glad to have stayed the course and dug much deeper behind the curtains in Bing’s journey. I checked myself in a few places in order to share her story with you. ~ Anne
