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OLEHENRIKSEN names Anine Bing as first Global Scandi Brand Advisor

Sophie Smith
18 January 2023

OLEHENRIKSEN has named fashion designer Anine Bing as its first-ever Global Scandi Brand Advisor. The appointment aims to help expand upon the brand's Scandinavian heritage.

Inspired by Scandinavian simplicity and American energy, Bing has built a global fashion house focused on everyday wardrobe styles and investment pieces for "modern women seeking a timeless yet rebellious approach to style".

In this new role, created in celebration of the brand's 40th anniversary, Bing will be lending her expertise across Scandi-forward skincare and lifestyle practices to OLEHENRIKSEN.

Bing's role will range from creating social media content to cross-branded collaborations. Throughout the partnership, she will also lead a six-part mini-series, providing an inside look into the best of Scandinavian skin and wellness.

Commenting on the partnership, Anine Bing said: "I've been a longtime fan of OLEHENRIKSEN's skincare, so when the brand approached me for this partnership, I was immediately interested. Our shared passion for Scandinavian culture creates such a unique synergy and I'm really looking forward to bringing to life the many exciting concepts we have in the works."

Ole Henriksen, Founder of OLEHENRIKSEN, said: "There are few people I've met that are as strong and elegant as Anine. I've admired her impactful, eclectic and classic designs for years, and couldn't be happier to have her join the OLEHENRIKSEN team as our first ever Global Scandi Brand Advisor.

"Not only can we relate on the many elements that make Scandinavian culture so rich, from hygge philosophies to leading a simple life that's full of joy and positive affirmation, we have many things to come that infuse this palpable energy into the brand. Anine has brought a new and fresh meaning of Scandi-cool both globally and within America, all while staying true to her Danish roots. Her leadership and expertise within the space, paired with her perspective on Scandi lifestyle, wellness, skincare and style, make her the perfect partner for OLEHENRIKSEN."


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