Anna Sui Celebrates 25 Years of Fragrance with Launch of Wild Wonder Collection

To mark 25 years in the fragrance world, fashion designer Anna Sui is introducing Wild Wonder, a new collection of five rose-inspired scents that capture her unique, whimsical style while appealing to a broader audience. Known for her fantastical and intricate fragrance packaging in the past, Sui’s latest line takes a more understated approach. This sophisticated take on her signature floral theme is sure to be a hit with many. 

The Five Faces of Rose

Each fragrance in the Wild Wonder collection is a reimagining of rose, expressed in diverse ways that reflect different moods and styles. Developed by master perfumer Jérôme Epinette of Robertet, the scents range from spicy to smoky, green to fruity, showing the versatility and lasting appeal of the rose. Here’s what to expect from each:

• Utopia Mist: A spicy rose blend that adds warmth and intrigue.
• Thorn of a Rose: A smoky twist on rose, evoking mystery.
• Dew Fields: A fresh, green rose that brings an earthy, dewy quality.
• Mystic Luna: Rose entwined with amber for a rich aroma.
• Electric Whisper: A fruity rose bouquet with notes of black currant and bergamot, delivering a lively aroma.

This collection was designed to capture a multi-generational appeal, bridging the gap between younger fragrance fans and more mature, sophisticated wearers. “So many women I meet tell me, ‘My first fragrance was Anna Sui!’” Sui remarked. She hopes that Wild Wonder will captivate both new explorers of scent and long-time fans alike, with each bottle retailing at $77.

Grounded in Style

Unlike Sui’s previous fragrances, often housed in elaborate bottles with playful designs like unicorns and hot air balloons, Wild Wonder features a refined design that emphasizes elegance over fantasy. Sui explained that this collection was intended to be “more commercial” while still retaining the distinctive charm her fragrances are known for. The packaging speaks to a sophisticated audience while staying true to Sui’s love for unique aesthetics.

Nostalgia with Modern Flair

Wild Wonder also connects with the theme of Sui’s Spring 2025 collection, “Sally Go’Round the Roses,” inspired by the 1960s girl group era. The five scents align with this nostalgic vision, each representing a unique “member” of the girl group—bringing individuality and personality to the collection while celebrating a unified theme.

A Legacy of Innovation with Interparfums

Anna Sui’s journey in the fragrance industry began with her first scent, a tea rose fragrance launched in partnership with Wella in 1999. Now working with Interparfums, which handles other notable brands like Coach and Donna Karan, Sui has continued to evolve her fragrance portfolio over the years. According to Walter Johnsen, vice president of product development at Interparfums, each fragrance in Wild Wonder draws inspiration from elements across Sui’s entire fragrance collection.

One standout in the new collection is Electric Whisper, featuring black currant and bergamot—a favorite of Sui’s that recalls the playful fruit-floral notes in her previous fragrance, Secret Wish, launched in 2005. “I’m excited that I have a new fragrance to wear now, too,” Sui shared.

The Launch of Wild Wonder

The Wild Wonder collection will be showcased alongside Anna Sui’s Spring/Summer 2025 collection at an exclusive presentation in Manhattan. Fans can explore these scents directly through the brand’s website and later with affiliated retailers across East Asia, allowing a global audience to discover Sui’s newest olfactory creations. With its blend of rose-inspired notes and multi-generational appeal, Wild Wonder is set to be a popukar addition to Anna Sui’s fragrance legacy.