Sung by Alfred Sung c1986

Sung by Alfred Sung: launched in 1987 in association with Riviera Concepts.



"Sung - the essence of style. When I designed my perfume, I had a certain woman in mind. Spirited. Innovative. She is classically elegant, yet vital and warm. My perfume is an expression of this woman's wants and desires." Sung. The fragrance, created by renowned Canadian designer Alfred Sung in conjunction with noted French perfumers, captures the essence of the Alfred Sung woman. 

"I always wanted to be an artist ....to capture the beauty and feelings of special moments, special places and special people. My fragrance inspired me to create differently...sensually," Sung said in a press release.

The fragrance was inspired by the blooms in Sung's garden. "White is my favorite color, all the rooms in my home are white, my small garden is filled with white flowers. When I bought the house, it had a lavender lilac tree so I had it chopped down. I even had the red flowers plucked from the garden." 

His obsession for white was translated into the Sung fragrance, the essence pressed from all-white flowers to create a light floral bouquet of jasmine, iris, lily of the valley blossoms with a delicate fruity floral note of osmanthus woven throughout, settled with orange blossom and subtle musk notes. The white flowers were his first choice, "They are clean, light, fresh, romantic as the essence is. But it has staying power," said Sung. "It's something that doesn't just evaporate. I think women want to put on a fragrance in the morning and have it last all day - they're too busy to want to worry about re-applying it."

There were 300 possibly combinations considered, said Sung "And you can only sniff five fragrances in one sitting, so it took a long time to go through them all. One would have too much of one element, another not enough. In the end, we came to this one and I said "this is it, exactly."

On the first day of its launch at Eaton's downtown Toronto department store, the fragrance topped the record set for the most fragrance sales - formerly held by Giorgio - by 50%. Day two, sales topped the Giorgio record by 20%. Apparently that worked out to a bottle of fragrance sold every two and a half minutes.

Six months after the launching of the fragrance in Canada, cash registers rung up $6 million in retail sales, the company reported. The company followed up with bath and body care products starting in July 1987, adding shower gel, body soap, body lotion, body dusting powder and an oil for really dry skin.

Fragrance Composition:

So what does it smell like? It is classified as a soft floral fragrance for women. It is described as a light, clean essence incorporating a luxurious blend of lush French white flower oils: jasmine, lily of the valley and powdery iris with a note of sparkling citrus intertwined with fresh, green floral nuances layered over a warm oriental base accented with subtle notes of musk and precious woods. 

Sung was available in the following:

Bottling the intoxicating bouquet was akin to painting a work of art, Sung explained. He said that the French bottle designer, Pierre Dinand visited his home, poking through his objets d'art, asking personal questions of Sung, noting his color scheme. "Then he returned to Paris, designed six bottles and sent them to me for my approval. My choice he's already predicted." The sleek, symmetrical bottle of clear glass fitted with a crystal clear stopper was manufactured by Pochet et du Courval. The black lacquered plastic components were supplied by Bonnay.

Sung designed the bottle's sophisticated packaging and was proud of his choice,  that he described as " an elegant box, classic white and glossy black."

As of 2021, Sung by Alfred Sung is still in production. It can be purchased at the Alfred Sung website.