LA-based model-turned-designer Anine Bing has chosen Symons Street, just off Sloane Street, as the home of her new London boutique. 

The brand, which was founded 10 years ago in Bing’s garage in the Silver Lake neighbourhood of Los Angeles, began life as a collection of 15 timeless pieces that resonated with women looking for wardrobe staples with a cool, Californian twist that could be worn on repeat. 

The brand was an immediate hit with Instagram taste-makers such as Cara Delevingne, Kendall Jenner, Gigi Hadid and Hailey Baldwin, who embraced Bing’s take on classics including everyday denim, tailoring, versatile footwear (the studded Charlie boots are a cult classic in their own right), and tees inspired by vintage band merch.

Timed to coincide with the label’s 10th anniversary, the Chelsea store is the biggest in the brand’s history. The all-white space is light-filled and accented with marble, black and gold, reflecting Denmark-born Bing’s minimal Scandinavian aesthetic, while an array of succulents point to the brand’s sunny origins. The simple wooden flooring (another nod to Scandi minimalism) contrasts with industrial surfaces, inspired by downtown Los Angeles warehouses.

The rails are currently hung with the Anine Bing spring 2022 collection, featuring lingerie, denim, accessories, ready-to-wear, shoes and jewellery, and there’s no shortage of Bing’s trademark classics-with-a-twist. Think oversized tailoring separates, a subversive take on a traditional tweed jacket, and a very chic spin on a Hawaiian shirt-and-shorts combo. 

One visit to the new Anine Bing boutique will have you seeing gaps in your wardrobe that you didn’t know were possible (Hawaiian short suit, anyone?).

Anine Bing, 8 Symons Street, SW3 2TJ