Anine Bing, the Danish model-turned-blogger, is doubling down on her lingerie collection.
According to Annika Meller, the chief operating officer of Anine Bing, over the last two years the lingerie capsule has become essential to the brand’s core assortment, but customers have wanted more to choose from. The company has responded by offering 20 new sku’s that include bralettes, panties, camisoles and silk pajamas coming in a variety of colors, prints and fabrics. Underwire bras, which are new for Anine Bing, have also been added to the line. Everything in the collection retails under $100.
“We’ve noticed over the years that with lingerie it has either been mass, commercial, mainstream at a low price point or very high-end and overly priced. Where is the middle ground? Where can customers purchase beautiful, wearable, everyday and special-occasion lingerie without spending a fortune? Our price point is reasonable, and the quality is luxury,” said Meller. “We’ve also seen that the way in which Anine styles the lingerie, specifically the bralettes, under a sheer white T or under a silk camisole, for example, inspires the Anine Bing girl to look at an everyday outfit a bit more boldly without stepping too far out of her comfort zone. That sort of inspiration and accessible influence is what engages our customers so uniquely and what really brings the brand to life for our girl.”
The relaunch will also include a more comprehensive size chart for customers to reference. The line runs from XS to L, but Meller said based on feedback customers wanted more granular instructions when it comes to size recommendations.
The collection, which will be sold at Anine Bing’s eight stores along with Net-a-porter, Revolve and Shopbop, is being reintroduced with a campaign that features real women ranging from 20 to 60 years old who were shot in their own environments with out any retouching.
“The women’s empowerment movement is also so alive given the political climate, so there’s a natural desire to stand behind every woman right now and make her the decision maker,” said Meller. “Our whole campaign is centered around the message of hyper-inclusivity of all women through every stage of her life and it was a message that’s resonant with Anine and to our brand in general.”