Anna Sui Ushers Her Fashion Label Into the Future With the Help of Her Three Nieces

Why It Matters

The transition to family‑run leadership connects a legacy fashion house to Gen Z demand, positioning the label for sustained growth and market relevance.

Key Takeaways

• Nieces assume VP and creative leadership roles.
• 90s nostalgia fuels renewed consumer interest.
• Gen Z celebrities endorse Sui's designs.
• Old Navy collaboration expands brand reach.
• Fall 2026 collection showcased at NYFW.

Pulse Analysis

Anna Sui, iconic 1990s label, now guided by three nieces—Isabelle (VP), Jeannie (visual), Chase (emerging). Their involvement signals a deliberate succession plan, blending founder's aesthetic with fresh managerial perspective. This family‑centric model mirrors other legacy houses that hand over reins to younger relatives, ensuring brand continuity while injecting contemporary sensibility.

The resurgence aligns with broader 90s nostalgia sweeping fashion, amplified by social media and Gen Z influencers like Olivia Rodrigo. Partnerships such as Old Navy's limited‑edition line and a Barbie doll further democratize the brand, moving it from runway exclusivity to mass‑market visibility. Digital resale platforms and TikTok‑driven hype accelerate discovery, turning vintage Sui pieces into coveted streetwear staples.

From a business standpoint, the nieces' focus on growth strategy and visual storytelling positions Sui for scalable expansion. Leveraging data‑driven insights, they can target younger demographics while preserving the label’s heritage DNA. As the Fall 2026 collection hits New York Fashion Week, investors will watch for sales lift, licensing deals, and potential global roll‑outs, marking a pivotal moment for the label’s next decade.

Anna Sui Ushers Her Fashion Label Into the Future With the Help of Her Three Nieces

By Yola Mzizi · Feb. 8, 2026

Anna Sui, center, with her nieces, from left, Isabelle Sui, Jeannie Sui Wonders and Chase Sui Wonders. Credit…Braylen Dion for The New York Times

The designer Anna Sui is often framed as a 1990s darling. As interest in that decade’s fashion and culture has surged, she has become something of a present‑day darling, as well.

There is a traveling exhibition chronicling her artistic process, along with a recently published book revisiting her work in the ’90s. Old Navy introduced a collaboration with Ms. Sui last fall, just months after the release of a Barbie doll made in her likeness.

Her designs — girlish, preppy and grungy at once — have proliferated on resale platforms like Depop and the RealReal. They have also been embraced by Generation Z celebrities like Olivia Rodrigo, Lola Tung and Addison Rae — none of whom were born when Ms. Sui first became a star in the New York fashion world and beyond. On Saturday, Ms. Sui will show her fall 2026 collection at New York Fashion Week.

Though cultural nostalgia has played a role in the recent Anna Sui‑assance, there are other forces behind it. A new generation of Sui family members — who once sat cross‑legged on the floor at Ms. Sui’s shows — has helped the designer and her namesake label reach a new audience. All are Ms. Sui’s nieces, all grew up in Michigan (like Ms. Sui) and all were born in the 1990s.

• Isabelle Sui, 31, is the brand’s vice president, overseeing the business and developing growth strategies.

• Jeannie Sui Wonders, 32, has had a hand in the visual identity of the brand by shooting some of its campaigns and product imagery.