Anine Bing 'The Anine Bag' 2025 Ad Campaign

Review of Anine Bing ‘The Anine Bag’ 2025 Ad Campaign by Creative Director Julien Gallico with Photographer Chris Colls with Anine Bing

Anine Bing fronts her own Fall 2025 campaign with a heady dose of rock ’n’ roll swagger, a glossy frame bag, and an unapologetic sense of power. The designer, model, and sometimes musician casts herself in a central role for the launch of The Anine Bag—a sculptural, crocodile-embossed statement piece that carries more than just her name. It carries intent.

Framed like a vintage clutch but bold enough for the now, 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.” It’s a slick bit of copy, echoed visually by Bing’s strong-shouldered poses—legs wide, gaze locked, mouth slightly open as if caught mid-mantra.

Shot by Chris Colls in a series of stark black-and-white and coolly lit color vignettes, the campaign embraces cinematic minimalism. The direction by Julien Gallico—a strong but often underrated creative force—adds an editorial precision to the framing, keeping the bag front and center even as Bing strikes poses that feel both spontaneous and sculpted. One image finds her slouched over a white leather sofa, the bag placed dead-center like punctuation. In another, she tilts back in motion, heels anchored, with the bag at her side like a tether to identity.

There’s a lot of Los Angeles attitude here—model-off-duty meets noir heroine meets founding designer selling her own mythology. But Bing tempers it with a lived-in sense of authenticity. This isn’t role-play; it’s autobiography. She’s poured herself into the product—her past as a model, her longtime obsession with frame bags, her creative control of the brand from day one. This campaign is less about telling a story and more about showing who’s telling it.

Julien Gallico’s art direction and Colls’ photography bring just the right mix of softness and edge. The bag itself—a sharply structured design with croc embossing and a golden frame—does the rest of the talking. It walks a fine line between timeless elegance and contemporary bite, positioned with the kind of clarity most brands strive for but rarely achieve.

Bing calls the bag “a modern icon,” and the campaign does its best to sell that vision. Whether The Anine Bag becomes the breakout success she’s banking on is still up for grabs. The luxury handbag market is crowded, and even louder when it comes to storytelling. But Bing has done something smart here: she’s kept the message personal and the imagery precise.

If the goal was to carve out space by creating a singular object with strong visual DNA and an unapologetic point of view, then she’s done that. Now let’s see if the audience bites.