About

Alfred Sung (born 14 June 1948) is a Chinese-born Canadian fashion designer, producing apparel, fragrance, accessories and home fashions for women and men. He was born in Shanghai and raised in Hong Kong. Sung is th e brother of late Hong Kong actress Lydia Shum.

Sung aspired to become a fine artist contrary to his parents' wishes that he pursue a traditional profession. In time, his father compromised and agreed to send him to Paris where he studied couture at the notable Chambre Syndicale de la Couture Parisienne.

After graduating with first-place honours, Sung moved to New York City to study at the Parsons School of Design. Upon completion, he began the task of honing his talent while working as an assistant designer for a Seventh Avenue dress manufacturer.

In 1972, Alfred Sung moved to Canada. His next step was designing for a sportswear manufacturer in Toronto's garment district. His exceptional fashion illustration skills allowed him to supplement his junior designer's wages for freelance projects. With the encouragement of friends and limited savings, he set out on his own. Sung opened a tiny shop called Moon in Toronto's trendy Yorkville neighbourhood.

By 1989, Saul and Joseph Mimran together with Sung joined forces to create a business that soon changed the face of the Canadian fashion industry. In 1980, the three partners formed Monaco Group Inc., the corporate entity that would develop the Alfred Sung brand and the ready-to-wear collection directed to working women. Within months, the Alfred Sung brand appeared in major department and specialty stores across Canada. In 1981, the Alfred Sung label was launched in the United States through Saks Fifth Avenue. Within a year, the clothing appeared in stores such as Macy's, Nordstrom's, Neiman Marcus and Bergdorf Goodman. That same year, Sung opened his first freestanding store in Toronto's Hazelton Lanes. It was in 1983 that Canada's national news magazine, MacLean's, proclaimed Alfred Sung as Canada's "King of Fashion”.

The Alfred Sung trademark had gained notability in Europe for its fashions, however, in 1986 with the launch of Parfums Alfred Sung, through Riviera Concepts, the Sung trademark further raised its profile and status by becoming a fragrance brand. Sung by Alfred Sung, the first ladies' perfume launched in 1986, was followed by Shi Alfred Sung in 2001 and Alfred Sung Paradise in 2003. In 2005 a new signature fragrance, Jewel Alfred Sung was launched.

During his design career, Alfred Sung has garnered significant attention, acclaim and recognition in Canada and the United States for his classic styling and timeless elegance. He is the recipient of numerous awards for his fashions and industry accomplishments. With each additional success, his role as Canada's unofficial design ambassador continues to flourish.

Perfumes

1986 Sung (W)
1988 Pure (W)
1989 Sung Homme (M)
1990 Encore (W)
1991 Sung Spa (W)
1995 Forever (W)
1999 Pure Moment (W)
2000 Shi (W)
2002 Hei (M)
2003 Sha (W)
2003 Sung Day Mist (W)
2003 Paradise Homme (M)
2003 Paradise (W)
2005 Jewel (W)
2005 Mei (W)
2006 Joya (W)
2006 Bai (W)
2006 Bijou (W)
2009 Always (W)
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