Alfred Sung

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 the brother of late Hong Kong actress Lydia Shum.

 Early life

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 famous Chambre Syndicale de la Couture Parisienne.

After graduating with first-place honours, Sung moved to New York City to study at the renowned 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.

 Career

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 free-lance projects. With the encouragement of friends and limited savings, he set out on his own. Sung opened a tiny shop in Toronto's trendy Yorkville neighbourhood called, Moon.

By 1979, 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 prestigious 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 fame in North America for its fashions, however, in 1986 with the launch of Perfume Alfred Sung, through Riviera Concepts, the Sung trademark further raised its profile and status by becoming a renowned 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.

Alfred Sung and the Mimrans have embarked on an aggressive fashion licensing campaign unprecedented in the Canadian fashion industry. The Alfred Sung licensed product lines include fragrance, eyewear, sunglasses, bridal, jewellery and fashion accessories, men's clothing and accessories, among others. In 2005 the Alfred Sung Home collection was launched exclusively through Zellers-HBC in Canada. Featured in 276 Zellers stores this extensive collection of furniture, bedding, bath, home decor, tabletop and kitchen products has won immediate consumer recognition.

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.

He now is part of the dessy group and deigns for many bridal companys. He has close relations with confetti and lace. He also has a new collection coming out next year.