The world of Anna Sui is immediately recognizable. Glossy lacquer, roses, prints, purple, a vintage touch: you can spot these touches in her eponymous fashion line, home and beauty collection. It’s something she’s dreamed of since she was four years old.

“I’ve always been a girly girl,” Sui tells me over a latte in her Manhattan showroom. “In my mind, fashion designers didn’t just create clothes: they had to have everything, including a beauty line. Like Chanel had her perfume and Mary Quant her cosmetics. This is how the perfume and beauty branch of his company was born, exactly a quarter of a century ago.

Sui launched its first perfume, Classic Eau de Toilette25 years ago. It’s all so iconic: purple juice (smells like roses, sandalwood, and bergamot) squirts from a black lacquer window-framed bottle. “The fact that people are still wearing the first perfume I launched means a lot,” she says.

Anna Sui Classic, photographed in her bathroom.

Photographed by Fujio Emura

Since then, for a quarter of a decade, Sui has played with both packaging and product. The nail polish and shimmering eye glitter collections come in the same shiny black packaging, while over forty fragrances, presented in bottle shapes hot air balloons And ice cream sundaes and with both fantastical and fantastical names like Sui Dreams– were born from Sui’s dreams and came true.

Today, the new collection, named Wild Wonder and inspired by adventure, launches in tandem with her Spring/Summer 25 Collection. The five bottles on the table in front of us are almost Plain Jane compared to previous models. Sui can clearly read my mind when she starts talking about the bottles.