Anna Sui was once the designer of youth culture, her iconic punk and grunge paved the way for the 90s aesthetic. Consumers looked to the brand to fulfill their dreams of escapism and defiance and their love for fantasy. After the extreme success of the 90s, the brand has plateaued. Today Anna Sui relies on endless collaborations to stay relevant and afloat.

This rebranding will focus on making Anna Sui a rebellious, free-spirited fashion house of the 2020s.