White Lightening

THE WHITE COLLECTION, Alfred Sung's latest treasury of bridal confections, is the star opener for L'Oréal Fashion Week on October 20th. The invitation-only show, says Weddingbells editor-in-chief Alison McGill, is one that she and other industry insiders will not miss.

“Alfred is such a big name in the industry. Even before he started doing bridal Alfred became famous for creating classic, beautiful designs for the glamorous modern woman. He's a part of Canadian fashion history," says McGill.

In 1983, in fact, MacLean's magazine called Sung Canada's "New King of Fashion." That title still clings to Sung and his timeless designs 25 years later.

“I rarely compare my work with anyone else,” says Sung. “I try to be myself: Simple, clean and timeless.”

That philosophy held Sung in good stead since the earliest days of his career.

Born in Shanghai in 1948 and raised in Hong Kong, Sung’s rise from an assistant designer on New York’s Seventh Avenue to fashion superstar was no flash in the pan.

A graduate from Paris’ famed Chambre Syndicale de la Couture Parisienne and New York’s Parsons School of Design, Sung left the Big Apple in 1972 and headed to Canada. Soon afterwards he opened a tiny Yorkville shop called Moon. His growing popularity forged a relationship between Sung and entrepreneurs Saul and Joseph Mimran. Together they formed Monaco Group Inc. in 1980, a corporation that would change the face of Canadian fashion.

ALFRED SUNG ready-to-wear, CLUB MONACO, fragrances, sunglasses, jewellery, menswear, home furnishing…Sung’s talents brought all of these areas of interest to life for modern style mavens.

“His transition to bridal was a natural move,” says McGill.

Classic silhouettes, sumptuous fabrics, exquisite jeweled details...Timeless elements like these define Sung's understated approach to modern bridal design.

Modern luxury for the timeless bride

“I can spot an ALFRED SUNG dress when I come into the office,” says McGill. “It’s about the fabrics and the detailing. They’re not heavily embellished. They’re simple and elegant. Sometimes there is no detail except for the beautiful flow of fabric.”

Sung’s move into a bridal market topped by the likes of Vera Wang, Monique Lhuillier, and Reem Acra was also a boon to consumers who longed for a luxurious wedding dress without the posh price tag.

“A Vera Wang dress can cost you $10,000. But Alfred’s creations are just as beautiful and his price points are more reasonable,” says McGill.

As McGill says, “Judging from what we’ve seen in the past I think audiences should expect to see a very feminine spring collection from Alfred that’s glam but not over the top.”

Off-white is, clearly, Sung’s shade of the season. His masterful mix of lace and organza fabrics, jewelled details and oversized bows add a fresh new twist to the dramatic collection. Also, Sung’s sleek silhouettes get a touch of volume thanks to the tasteful addition of elegant shawls.

“This is a special day for the bride and, therefore, for me to be able to dress her,” says Sung. Continually inspired by the beauty of a woman on her wedding day, Sung says, “A wedding dress is worn once and has great meaning. I feel privileged if a bride wears one of our gowns.”

By Constance Droganes, CTV.ca