Designer Anna Sui Brings 3 Nieces Into Family Fashion Biz

A fashion designer who's kept her independence for over 40 years is now sharing her legacy with the next generation of family members.

Anna Sui, the 73-year-old creator behind the grunge-meets-preppy designs that defined the 1990s, has brought her three nieces into key roles at her namesake fashion company. Isabelle Sui, 31, now serves as vice president overseeing business strategy. Jeannie Sui Wonders, 32, directs the brand's visual identity and campaigns. Chase Sui Wonders, 29, acts as brand ambassador while building her acting career in shows like "The Studio."

All three grew up in Michigan like their aunt and spent their childhoods sitting cross-legged at Anna Sui fashion shows. Now they're helping introduce her designs to audiences who weren't even born during her 90s heyday.

The timing couldn't be better. Celebrities like Olivia Rodrigo and Addison Rae have embraced Sui's vintage pieces from resale platforms. Old Navy launched a collaboration with her last fall, and Mattel created a Barbie doll in her likeness.

But this isn't just about riding a nostalgia wave. Isabelle, who earned her MBA from UCLA last year, is modernizing the business through partnerships with clothing-rental platform Nuuly, where Anna Sui ranks as one of the most popular brands among users under 35.

The Ripple Effect

What makes this succession story special is what Anna Sui has protected along the way. Unlike peers Marc Jacobs, Kate Spade, and Tommy Hilfiger who sold their brands to corporations, Sui remains the sole owner of her company after 43 years.

That independence lets her keep manufacturing in Manhattan's garment district long after most American designers moved production overseas. It allows her to produce only what will actually sell instead of creating excess waste. Most importantly, it gives her control over who leads the brand into its next chapter.

"For so many years, it was kind of lonely," Sui said of running her 30-person operation. "I don't have a boss that's stepping on my head saying, 'Bottom line, bottom line.'"

Jeannie appreciates the creative freedom that independence provides. "We have such a shorthand," she said of working with her aunt. "I know her world so well."

The family approach means everyone wears multiple hats and supports each other across different areas. Isabelle handles digital strategy and retail partnerships while still learning new aspects of the business. Jeannie balances film projects with occasional photo shoots for the brand.

Anna Sui's faith in her nieces reflects a deeper business philosophy: growth matters, but not at the cost of values or family relationships.