New York Fashion Brands Build Loyal Fanbases

Anna Sui and Sandy Liang have cultivated passionate communities around their nostalgic, whimsical designs.

Published on Mar. 4, 2026

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Fashion brands Anna Sui and Sandy Liang have developed devoted followings by tapping into their customers' sense of nostalgia and inner child. Their fashion shows feel like family reunions, with guests eagerly anticipating the presentations and bonding over their shared love of the brands' playful, dreamlike aesthetics. The designers have built communities around their labels, attracting a mix of writers, artists, and friends who embrace the brands' focus on fantasy and the experiences of girlhood.

Why it matters

In an era of corporate retail, Anna Sui and Sandy Liang have proven that mission-driven, community-focused fashion brands can thrive. By creating collections that resonate deeply with their customers' personal experiences and inner worlds, the designers have fostered loyal fanbases that go beyond just buying clothes.

The details

Sandy Liang's Fall 2026 collection, inspired by Marie Antoinette, drew a crowd of devoted fans who eagerly awaited the show, reuniting with friends and greeting new faces with enthusiasm. The brand has found success by tapping into customers' nostalgia and fantasies, with designer Sandy Liang referencing childhood memories and the often-trivialized experiences of girlhood. Meanwhile, the Anna Sui brand has built a multigenerational community over its 35-year history, attracting designers, models, and artists of all ages who share a love for the label's retro, eclectic aesthetic.

  • New York Fashion Week took place in February 2026.
  • The Sandy Liang show was on a Sunday during Fashion Week.
  • The Anna Sui show was the day before the Sandy Liang show.

The players

Sandy Liang

The designer behind the Sandy Liang brand, which has cultivated a devoted fanbase by creating collections that tap into customers' nostalgia and inner child.

Anna Sui

The designer who has built the Anna Sui brand over the past 35 years, attracting a multigenerational community of designers, models, and artists who share a love for the label's retro, eclectic aesthetic.

Ella Emhoff

A recognizable fan of the Sandy Liang brand, who has been following the label for years and feels a personal connection to its nostalgic, playful designs.

Kayla Curtis-Evans

A creative editor at Hypebeast who appreciates how Sandy Liang's shows create a universe where it's okay to dream and indulge in one's inner child.

Brooke Frischer

An associate editor at Fashionista who has attended Sandy Liang's shows for years and feels a sense of gratitude for the world the designer has created.

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What they’re saying

“It feels like we're playing dress up. We're all so excited to get dressed and come here.”

— Ella Emhoff (Harper's Bazaar)

“When I was younger, I daydreamed a lot; I still do. Sometimes I feel like my head is in the clouds more often than not. When we get older, we're taught to discard that dream-like state and opt into reality—but Sandy Liang's shows create a universe where it's okay to dream, to indulge in your inner child, no matter how old we get.”

— Kayla Curtis-Evans, Creative Editor, Hypebeast (Harper's Bazaar)

“Despite the fact that I've been covering Sandy Liang's shows for many years, the childlike joy I get out of attending her shows never fades—not even a little bit. There's an intense delight I get out of watching Liang's collections of fantastical, dreamy designs that tug at a younger version of myself.”

— Brooke Frischer, Associate Editor, Fashionista (Harper's Bazaar)

“Anna just represents the downtown cool girl, the girl who used to go to the flea market to find a vintage dress and a fake fur coat and make it into something magic. Anna has that magic.”

— Karen Elson, Model (Harper's Bazaar)

“I love the world she's built, and I love how many memories I have tied to her clothes over the years.”

— Jeannie Sui Wonders, Niece of Anna Sui (Harper's Bazaar)

The takeaway

Anna Sui and Sandy Liang have proven that fashion brands can thrive by cultivating passionate, loyal communities around their unique aesthetic visions and personal connections with customers. Their shows feel like family reunions, where fans eagerly anticipate the presentations and bond over their shared love of the brands' nostalgic, whimsical designs that tap into their inner worlds and childhood experiences.