Interview: American Designer Anna Sui on Business and More

p/p pandnbsp;/p pRenowned for her creative ingenuity and inspiring expressions, Anna Sui is a trailblazer in every sense of the word. Coupled with her exuberant personality, her signature style permeates everything, from fashion, jewellery, cosmetics, fragrances and even gifts to her runway shows and her flagship store. We speak with the American designer about her business and more./p pstrongbr //strong/p pstrong /strong/p pstrongWhy did you pick Ine Neefs as the face of the Romantica fragrance? /strongbr / Ine has done previous shows with me as well as graced the cover of Vogue Netherlands, and walked for Louis Vuitton, Alexander McQueen, Valentino, and Chanel, so I am very familiar with her work. I saw Ine as the modern day romantic woman, who could communicate the alluring spirit of the fragrance through the camera lens./p pandnbsp;/p pI wanted the campaign to highlight the alluring nature of Romantica. The feminine pink setting and blossoming flowers were key in setting the mood, along with the flowing dress. I am so pleased with the final campaign; it reminds me of a dreamy, romantic girl wandering in a field of roses./p pandnbsp;/p pstrongIs the fragrance an expression of your personality in some way? /strongbr /I am always looking to create fragrances that contain stories and journeys in them. I think that everyone has their own memories and emotions that they associate with blooming flowers, but for Romantica, I wanted to share with every woman the bliss that flowers give me, to let them perceive every day as more fragrant, more colourful, and full of sensuality./p pandnbsp;/p pstrongYou had your first show in 1991. How was the experience?/strongbr / Putting my first show together in 1991 was one of the biggest moments in my career; I had all the support of my family and my friends. Naomi Campbell, Linda Evangelista, Christy Turlington and Steven Meisel encouraged me to make it happen; it was a surreal moment, I was watching my dream come to life!/p pandnbsp;/p pstrongTell us about your childhood years. Who was the most influential person in your life? /strongbr /I always remember watching my mother getting ready to go out for the evening. I was totally fascinated by the whole ritual of it-the beautiful dresses, the jewellery and the makeup. I remember she used to wear Chanel No. 5, and for me that scent will always take me back to those days. My mom is still such an elegant woman, so polished...I learned a great deal from her. The lesson: It is about the complete look. Fashion, cosmetics and fragrance-it all goes together and rounds off your look./p pandnbsp;/p pstrongAnna Sui label is available globally, yet the brand retains an element of exclusivity. How have you managed that? /strongbr /I think the fact that Anna Sui products are so identifiable, that the fragrances and makeup have to be as exciting as an Anna Sui dress. It's my job to make sure everything is part of the same fantasy, the same world and universe and this is what allows Anna Sui to be global. Anna Sui is a brand inspired by my dreams. Anna Sui is a brand true to itself and one the consumer understands and connects with./p pandnbsp;/p pWhen you see a product you know it is Anna Sui, and that's why we spend so much time developing the products, the packaging, the beautiful containers and so on. I think that every single Anna Sui product is part of my universe and very identifiable to me./p pandnbsp;/p pThis identity is the exclusivity element; my designs are extensions of me, and no one else. And I think that's what makes Anna Sui global and exclusive. Anna Sui is a brand created from me, out of my dream./p pandnbsp;/p pstrongHow would you describe your own style? /strongbr /I like a head-to-toe look-each piece complements the next and creates the overall outfit. I love patterns and colours too and I am definitely a fan of layering./p pandnbsp;/p p style="text-align: center;"/p pandnbsp;/p pstrongWhen you collaborate with other brands such as Tumi, what are the most important aspects to consider? /strongbr / I love collaborating with different brands. As you mentioned TUMI, I have collaborated with brands like Fila, Coach and Victoria's Secret in the past. I love challenging myself creatively but I also love partnering with other talent to create something that speaks to both of our individual styles./p pandnbsp;/p pstrongWhat is your greatest extravagance? /strongbr / I love to travel, especially to exotic locales where I can really immerse myself in the culture and experience something new. And, of course, I love art and photography./p pandnbsp;/p pstrongWho do you consider as most stylish? /strongbr /I have always been inspired by [Italian-born actress, model, and fashion designer] Anita Pallenberg. Other women that come to mind are Florence Welch, Kate Moss and Alexa Chung. Florence has worn a lot of my designs, so I know we get each other! And Alexa really represents the cool free spirit for the new generation. She has a playful youth to her style. And Kate...well she just has this constant coolness to the way she dresses, but it is very individual and she makes every-thing her own./p pandnbsp;/p pstrongAre you satisfied with how things have shaped up? /strongbr /Yes, very much so. I knew from a young age that I wanted to be a fashion designer. It was my dream from when I was four years old. I had a very clear vision of who I wanted to be. The greatest gift is that I had the complete support and encouragement of my family and all of this holds true even today. As for the future, currently, I am working on my next collection for the show in February. Also, I'm developing a new fragrance and discussing a few collaborations./p pstrongbr //strong/p pstrongWhat is the greatest life lesson you have learned? /strongbr /The greatest life lesson was something my father told me many years ago. He said, "If you want to succeed in business, make sure you are the first one in, in the morning, and the last one to leave at night." I have lived with these words of wisdom all my life./p pembr //em/p pem /em/p pemImage Courtesy: Getty Images/em/p pandnbsp;/p pstrongMore On andgt;andgt; a href="http://www.luxpresso.com/style/fashion" target="_blank"Fashion/a/strong/p

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