ASSOCIATES of Alfred Sung held
a press conference recently at the
Mandarin Hotel to give a sneak
preview of what the designer hopes
all British Columbian women will be
wearing this fall. Although the
weather at present is balmy, Sung
disregarded the weather to show off
his new line of fur coats. Above and
at rar right, Sung’s models Dale Bon-
sale and Jayne Craig luxuriate in
splendid Indigo fox coats. Right, the
model demonstrates that black mink
will always be in style. Sung will be
opening a new store on Robson
Street July 15,

17 - Sunday, June 8, ; “fe
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HIS FASHIONS are sported by style-conscious women —

throughout North America—

he’s Alfred Sung, Canada’s

most acclaimed fashion designer.

In six years, Sung has. soared
from the relative obscurity of a
smali boutique owner to the
superstardom of the most. cele-
brated image-maker in the Cana-
dian fashion industry.

Born in Shanghai in 1948 and
raised in Hong Kong, Sung was the
eldest son in a family of eight. His

father’s hopes that he would .

choose a traditional profession or
career were soon over-ridden by
his passion for drawing and paint-
ing and, at the age of 17, he went
to Paris to study fashion design.
Following graduation from the
couture school with a first place
standing in design, Sung travelled
to New York, where he studied at
the prestigious Parsons School of
Design and then spent several years
working as an assistant designer
for a dress manufacturer.
- His arrival in Toronto in 1972

‘led to a job designing sportswear
“in the Spadina Avenue garment
‘district until, three years later, he

decided to go on his own.

In 1976, he opened his own
shop, Moon, on Scollard Street.
Immersing himself in everything
from designing and cutting fabric
to production and sales, Sung soon
developed a following of stylish
young women who appreciated the
uncluttered lines and witty
sophistication of his creations.

In. 1979, Toronto business part-

ners Saul and Joseph Mimran ap-
proached Sung with an offer to
design a coordinate sportswear line
which resulted in the forrnation of
Ms. Originals, later to become The
Monaco Group in 1981.

Strong collaborative marketing
and advertising plans resulted in
the award-winning campaign This
is Alfred Sung in 1981. That same
year, the Alfred Sung Collection
was launched in the United States
to critical acclaim.

Sung’s skyrocketing success has
been marked by a number of
noteworthy milestones including
the Canadian Clairol Seal of
Achievement Award in 1983 and
his first major U.S. press fashion
show in April, 1984 at the Pierre in
New York. Sung was also chosen
to design the wardrobe for the
hosts and guides of the Canada’
Pavilion during: Expo 86 in Van-
couver. _ oe

The Alfred.Sung label hallmarks .
a growing list of image-boosting
fashions and accessories, including
socks, sunglasses, gloves, belts,
pantyhose, coats, sucdes, leathers,
furs and luggage.

The. home. fashions’ collection’
and designer patterns, which were
introduced in the spring of 1986,
will be followed by additional ac-.
cessory and major: product debuts_
this fall including fragrance, men’s
wear, watches, umbrellas “and
scarves,