Each year fashion designers
emerge on the Canadian fashion scene to attain the moniker of the next “It” designer — but as time would have
it, novelty is precarious and often wanes as another up-and-coming designer takes centre stage.
Some have succeeded, but very few tend to stick around. However, one Canadian designer comes to mind as
being both “inventive” and “driven.” These adjectives make up the recipe for a great fashion designer — one
who withstands the competitiveness and toughness that often goes hand in hand with the fashion industry.
Alfred Sung is a Canadian designer who has been on the national and international fashion radar for more than
38 years. In these four decades, Sung has seen a great deal of success as he rose to the top of the fashion
world.
He was born in Shanghai in 1948, but his parents raised him in Hong Kong. Growing up he enjoyed painting and
drawing, which he wanted to pursue further — despite his father’s wishes. He moved to Paris and instead of
studying art, he elected to focus his attention on fashion design at the Chambre Syndicale de la Couture
Parisienne.
During his schooling, he gained excellent knowledge on the construction of basic design and clothing. He
learned draping and cutting, and began sewing garments by hand. He graduated with first-place honours and in
1967 he left Paris for New York. Here he studied for a year at the renowned Parsons School of Design.
His perfectionism and eye for detail placed Sung on Seventh Avenue in New York City, working as an assistant
designer for a dress manufacturer. By 1970 he once again uprooted himself and immigrated to Canada,
officially residing in Toronto’s downtown core.
It was here that Sung had the opportunity to express his artistry by designing for a sportswear manufacturer.
Because he had brilliant illustration skills, he was able to undertake freelance projects to supplement his
junior designer’s wages. This allowed Sung to expand as a designer and build on his trademark looks for which
he would be known for years to come.
Sung was determined to set out on his own, but he was apprehensive because of his limited savings. Six years
later, with the encouragement of his friends, he opened a boutique called Moon in Toronto’s trendy Yorkville
neigbourhood.
He was the principle designer and was involved in all aspects of the design process, which resulted in
well-designed clothes. His designs emoted a classic look with his intricate details and high-quality fabrics,
but what he was — and still is — most recognized for was the wearable aspect of his clothes. They were simple
shapes that not only were easy to wear but were indeed chic and sophisticated. His clients — mostly women —
sung his praises with every design.
It was the partnership he formed in 1979 with Joseph and Saul Mimran that put him on the fashion map for
good. In the following year, they formed Monaco Group Inc., which developed the Alfred Sung label and the
ready-to-wear collection directed toward working women. This would include sunglasses, dresses, evening
clothes and jeans — designs aimed at complementing the wearer.
Soon after, the Sung brand appeared in major department and specialty stores across Canada and in 1981 it
launched at Saks Fifth Avenue. Within months his clothing and accessories appeared in stores like Macy’s,
Nordstrom and Bergdorf Goodman. That same year, Sung was recognized for his designs when he was named one of
the Top 10 New Designers by Saks Fifth Avenue. He was also hailed in 1983 as Canada’s “King of Fashion” by
Maclean’s.
At the top of their success, the Mimrans also formed Club Monaco, a retail store that first opened its doors
in 1985 on Queen Street West in Toronto. Sung carried on his design approach, which the chain, now owned by
Polo Ralph Lauren, still upholds to this day.
The Alfred Sung trademark raised its profile and status by embarking on an unprecedented fashion licensing
campaign in the Canadian fashion industry. The Alfred Sung licensed product collections now include
fragrance, eyewear, bridal, fashion accessories, as well as men’s clothing and accessories, among others.
In recent years, one of his most interesting endeavours has been his partnership with the Hudson’s Bay
Company. In 2005 he launched his extensive Alfred Sung Home collection of furniture, bedding, bath, home
decor, tabletop and kitchen products.
As well, Sung has contributed four fashion collections to the retailer, including one called PURE Alfred
Sung, featured in Zellers that expanded to include casual clothing earlier this year. His direction with this
remains the same — to create clean and timeless fashions that offer quality and style at affordable
costs.
The Mimran Group and Sung brought back the name of his first store, Moon, for their new collection that
launched at the Bay. Following the same vision and clean style aesthetic, it offers redefined classics and
key trend pieces for an ever-evolving collection.
Thirty-eight years later and still going strong, Sung deserves credit for being a true fashion visionary and
Canada’s unofficial design ambassador. •
